This presentation is based on the case study of harvard business review on the case "A brand is forever ! A framework for revitalizing declining and dead brands."

1. On..

2. lining
and
dead brand
A brand is
forever! A
framework
for
revitalizing
declining
and dead
brands

3. What is
rivival of a
dead
brand?

4. Afer 21 years and sells of 7 million car
Fourd's giving up. Launched in1985,
Ford's Taurus quickly became one of the
company's top selling models for 3 years
in a row, the Taurus held the enviable
recourd of being the best selling car in
united states due to tough competition
with japenese brands - the Honda
Accord and the Toyota camry weaken
the brand. When they decided to pull
the plug on 2006.
Revival of Ford's Taurus

5. What is decline and
death of brand?

6. Causes of brand decline
It is based on
the theory of
brand evolution

7. Product life cycle (PLC) framework
It identifies 4 stages
1. Introduction
2. Growth
3. Maturity
4. Decline
Product evolutionary cycle (PEC)
It identifies 3 forces
1. Generative
2. Selective
3.Mediative

8. Managerial action
Brands decline because of
leadership,management and
employees making excuses rather
than acting with integrity
Actions can be classified into 5
categories

9. 1
.
Product
quality

10. Price
increase
2
.

11. Price
cut
3
.

12. 4
.
Brand
neglect

13. 5
.Inability
to stay
with
target
market

14. Enviroment factor can undergo major
transformation,which in turn have an
impact on the various companies in an
industries and their brands.
Environmental factors

15. Polaroid
Polaroid with its unique product
offering quickly gained prominence.
But the company bankrupt as the
enviroment changes and the digital
imaging became popular.

16. Competitive actions
A brand faces relentless
onslaught from its
competitors.This can
become problematic if
competitors have deep
pockets

17. How to
deconstruct
brand
decline?

18. The ultimate sign of
impending brand
death is a significant
drop in unit sales
over a substained
period.

19. Differential effect
Consumers must be provided with a
compelling argument as to why should
choose a particular brand from a wide
variety of alternatives available to
them

20. Brand knowledge
1. Brand awareness
2. Brand image

21. Brand image - Levi's
Levi's is facing image problem. Once a
market leader in its category, the brand
was synonymous with high quality
denim jeans. Over the year brand began
to lose its image. Levi's failed to follow
fashion as stuck to its classic image. In
mid 1990s Levi's sales started declining
sharply. Company decided to sell its
signature brand through Wal-Mart
prices this pushed image further down.

22. Consumers response
consumers
responseis
taken via
standard
questions
which are
included
in the
survey
panels.

23. Revitalizing brands
Brand equity is often the single most
vuluable asset for company.

24. Is the brands worth
reviving?
Brand may be
worth reviving
if there is
significant
residual value
in one or more
of the
components of
brand equity

25. Take a long term perspective
Most brand
take a long
time to build,
and a long time
time to die.
Reviving a
brand is long
term initiative
take more than

26. Correct mismanagement of
the brand
Managerial
actions are
the most
common
cause of
brand decline

27. Rebuilt equity
Harley-
devidson
used
japanese
management
principles to
improve
quality,
extended its
product
around

28. Resist temptation to
"milk" the brand

29. If the brand is to revived,
management must invest in the brand
Consider APPLE , which by the turn
of century has positive image but
losing top of awareness after struggle
in pc market. Company made
significant investment in mp3 player
technology and launched ipod.The
sleek design of ipod strunk the chord
and the brand name came to
forefront once more.

30. Let the revitalization
begin !
Manager needs to constantly watch
for signs of brand decline, in form
of problem with brand knowledge
brand differentiation, and customer
response.

32. Created by-
Shruti Bansal
UIT-RGPV, Bhopal
during an internship
with Prof. Sameer
Mathur, IIM Lucknow
www.IIMInternship.com