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Brand revitalisation brand management
 

Brand revitalisation brand management

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    Brand revitalisation brand management Brand revitalisation brand management Presentation Transcript

    • BRAND REVITALISATION
      Vipin P
      School of Management & Business Studies;
      Mahatma Gandhi University;
      Kottayam;Kerala
      S4 MBA
    • 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.
    • Brand Revitalization Measures
      Increasing Usage.
      New Markets.
      Image Change.
      Brand Enhancement
    • 1.Increasing Usage.
      Reduce doubts associated with more or frequent user.
      Provide incentive to use frequently
      Consumers use more quantity
      New uses
    • 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
    • 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
    • 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)
    • Branding Challenges
      Branding Decision
      Brand-Sponsor Decision
      Brand-Name Decision
      Brand-Strategy Decision
      Brand-repositioning Decision
    • Branding Decision
      Brand
      No brand
    • Brand-Sponsor Decision
      Manufacturer Brand
      Distributor Brand
      Licensed Brand
    • Brand-Name Decision
      Individual Names
      Blanket Family Names
      Separate Family Names
      Company Individual Names
    • Brand-Strategy Decision
      Line Extension
      Brand Extension
      Multi Brands
      New Brands
      Co brands
    • Brand-repositioning Decision
      Repositioning
      No-Repositioning
    • 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
    • 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
    • REFFERENCE
      BRAND MANAGEMENT
      HARSH V VARMA
    • thanks