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Brand is forever

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Transcript

  • 1. BRANdS
    fOR
    EVeR
  • 2. Quick Exercise – Do you know your brand ?
    Olympics Organization
  • 3. WHAT IS A BRAND?
    Identity of a product, service or business
    SYMBOL
    NAME
    COMBINATION
    COLOR
    SLOGAN
  • 4. Product & Brand Life Cycle
    Brand
    What if the BRAND is declining ?
    Product
  • 5. Product evolutionary cycle (PEC)
    BRAND can evolve and is not pre-destined to die!
  • 6. Managerial actions
    Lull management into complacency
    Compromises for cost- cutting reasons
    Do not live up with customers’ expectation
    Raise price without corresponding increase in benefit
    Cut prices to increase sales = use cheaper material
    Neglect to invest in cash cow phase
    Less attention to strong brand
    Reach out to new segment-alienate core customers
  • 7. Environmental factors
  • 8. Competitive actions
  • 9. Repercussion of Competition
    Product Line Extension
    Price Change
    These Quick Fix is not effective over long-run!!
    How to deconstruct the brand ??
  • 10. Differential Effects - Perceiving Consumer
    Superior Quality
    1
    Price Advantage
    2
    ‘‘Brands must offer something different; they can’t just be another flavour of vanilla’’
  • 11. Consumers Brand Knowledge
  • 12. Consumers Response
    Consumer responses can be measured by
    1
    2
    Brand Switching Triggers
    • Price Increase
    • 13. New Competition product
    • 14. Brand Negative News
    Long term plans are necessary to avoid brand switch activities.
  • 15. Revitalizing brands
    brand decline- brand death- brand demise- brand revival- brand equity
    1
    FACTS
    * Neither the lifespan of a brand, nor its ultimate destiny, is
    Predetermined!
    * Brand decline is a reversible process
    *More attractive strategy than launching a new brand!
    Brand Revival Keys
    • Brand Equity – Key!
    • 16. Premium in the past
    • 17. Singular focus & well defined differentiation
    Brand life vision
  • 18. Revitalizing the Brand
    Long Term perspective & Repositioning
    2
    Brand Re - make up
    • Repositioning
    • 19. Invest
    • 20. Educate the target market
    • 21. Correct brand Management
    • 22. Rebuild quality
    • 23. Pursue defined target market
  • Revitalization
    Do it!
    BRAND REVIVAL IS POSSIBLE IF….
    Brands with high levels of awareness or positive brand
    image are candidates for revival
    BEWARE!! watch for signs of brand decline……
    • problems with brand knowledge
    • 24. brand differentiation
    • 25. Customer response
  • 26. Thanks !!