This document discusses strategies for revitalizing declining or dead brands. It begins by providing an example of the Ford Taurus brand that was once very successful but later declined. It then identifies three main causes of brand decline: managerial actions, environmental factors, and competitive actions. Examples are given for each cause. The document also discusses deconstructing brand decline by differentiating the brand, maintaining a strong image, and following customers. Finally, it outlines strategies for revitalizing brands such as estimating if the brand can regain glory, carefully choosing a target audience, understanding past strategy failures, rebuilding quality, and resisting temptation to overexploit the brand.
What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
A brand is forever ! A framework for revitalizing declining and dead brands.Sameer Mathur
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."
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
El día en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciación o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
A brand is forever ! A framework for revitalizing declining and dead brands.Sameer Mathur
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."
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
El día en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciación o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
This presentation is based on a Harvard Business Review article "Make the most of a polarizing brand". It also briefly explores the application of such strategies in the Indian Market.
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.
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!!
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.
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.
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.