Brand is forever

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Brand is forever

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

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