1. A BRAND IS

2. AGENDA
Intro with an example
Causes
Deconstructing Brand Decline
Revitalizing Brands

3. INTRO WITH AN EXAMPLE

4. HOW DO YOU ACTUALLY REVIVE A DEAD BRAND?

5. WE HAVE
EXAMPLES!!

6. Look at Taurus.

7. After it’s launch,
it quickly became one of
the company’s
top selling models.

8. 3years in a row,
BEST SELLING CAR IN THE UNITED STATES

9. Then came along, Honda Accord…..

10. And Toyota Camry

11. Toyota decided to
pull the plug on Taurus.

12. But,
What
happened
AFTER
that?

13. Ford reintroduced the Taurus brand.
They reasoned that the brand had much more to offer.
They reasoned that Taurus was
clearly a better option compared
to an entirely new and unknown brand

14. Sometimes, dying or dead brands may still not be dead.
Maybe they’re alive in terms of a strong brand image.

15. Or they might
have ruined
their image as well.

16. Like them

17. The Pan American Airlines
was doing really
well until….

18. Someone decided to bomb one of it’s airliners
over Scotland and the plane crashed.

19. Coming to the
CAUSES OF BRAND DECLINE

20. There are basically three “actions”
that might lead to the disaster

21. Number 1
MANAGERIAL ACTIONS.. meaning not up to the mark leadership,
management and employees lacking in integrity

22. What exactly are managerial actions?

23. Compromising on product quality

24. Raising prices without corresponding increase in benefits

25. Cutting prices in
desperation

26. Neglecting a brand under the assumption that it will do well anyway

27. Moving away from the target audience will lead to instability

28. For example, imagine Nike coming out with
designer shoes to attract teenage girls.
And how about Angelina Jolie as brand ambassador for it?
BAD IDEA!!

29. ENVIRONMENT FACTORS meaning the dynamic nature of the markets
Number 2

30. For example, the cigarette brand R.J. Reynolds’ Camel used
Joe Camel ( the cartoon character ) to attract children.
BAD IDEA
Outcome : Lawsuit against the company. Negative publicity. Sales decline.

31. Number 3
COMPETITIVE ACTIONS meaning taking decisions due to competition

32. For example, Kmart was forced to merge
with Sears Roebuck to fight Walmart

33. DECONSTRUCTING BRAND DECLINE

34. A prolonged decline is a clear warning
When the decline is detected these three options can be looked at..

35. 1
Differentiate the brand from the others
Either price a similar product to the one in the market lower.
Else, make the product standout from
the others in terms of features.

36. 2
Maintain a strong brand image and awareness must not fall.
For example, Levi’s fell back by sticking to it’s classic image.

37. 3
Follow the customer
Know what he has to say about your brand
If he switches brands, know what
pulled him away and manage accordingly.

38. REVITALISING BRANDS

39. Try estimating if the brand can regain its former glory and stand out.
Carefully choose target audience and invest in it
Understand what went wrong in the strategies and correct it
Rebuild quality as it will never go unnoticed in the long run
Resist temptation to milk the brand

40. THANK YOU
Created by Shravya Ramesh, SVCE Chennai, during an internship
by Prof. Sameer Mathur, IIM Lucknow.