Brand revitalisation brand management

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  • 1. BRAND REVITALISATION
    Vipin P
    School of Management & Business Studies;
    Mahatma Gandhi University;
    Kottayam;Kerala
    S4 MBA
  • 2. Brand Revitalization
    Strategy employed when a brand has reached maturity and profits begin to decline; approaches to revitalisation may include one or all of market expansion, product modification or brand repositioning.
    OR
    A strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity. This may include product modification or brand repositioning.
  • 3. Brand Revitalization Measures
    Increasing Usage.
    New Markets.
    Image Change.
    Brand Enhancement
  • 4. 1.Increasing Usage.
    Reduce doubts associated with more or frequent user.
    Provide incentive to use frequently
    Consumers use more quantity
    New uses
  • 5. 2.New Markets.
    1. Reach to new markets not targeted so far.
    Eg: Cadbury Diary Milk promoted in adults market.
    2. New segments
    Rural Marketing
  • 6. 3.Image Change
    • Add new association when existing associations become obsolete.
    Eg: DaldaVanaspati to Dalda Active
    • When associations wearout because of frequent use.
    Eg: Nestle Maggi repositioned from “rich soups with implied thickness” to soups that satisfies evening hunger.
    • Commoditization-brand needs differentiation.
    Eg: Xerox
  • 7. 4.Brand Enhancement
    Add new valued differentiators
    Service(Indian Airlines)
    Features (Surf)
    Availability (Maruti)
    Guarantee
    Value disciplines
    Innovation (Sony)
    Intimacy (IBM)
    Operational Excellence (Dell Computers)
  • 8. Branding Challenges
    Branding Decision
    Brand-Sponsor Decision
    Brand-Name Decision
    Brand-Strategy Decision
    Brand-repositioning Decision
  • 9. Branding Decision
    Brand
    No brand
  • 10. Brand-Sponsor Decision
    Manufacturer Brand
    Distributor Brand
    Licensed Brand
  • 11. Brand-Name Decision
    Individual Names
    Blanket Family Names
    Separate Family Names
    Company Individual Names
  • 12. Brand-Strategy Decision
    Line Extension
    Brand Extension
    Multi Brands
    New Brands
    Co brands
  • 13. Brand-repositioning Decision
    Repositioning
    No-Repositioning
  • 14. Cobrands
    In co branding one or more well known brands are combined in an offer. Each brand sponsor will expect that the other name will strengthen preference or purchase intention.
    Each brand hopes it might be reaching a new audience by associating with the other brand
  • 15. Co-branding forms
    1. Ingredient Co-branding.
    Eg; Dell Computers with Intel processors
    2. Joint-venture
    British Airways and Citibank
    3.Multiple sponsor co-branding
  • 16. REFFERENCE
    BRAND MANAGEMENT
    HARSH V VARMA
  • 17. thanks