SEO Master Class - Steve Wiideman, Wiideman Consulting Group
A brand-is-forever group 7
1. Kristin Short, Kiana Maldonado,
Blevie Meyia Lucchesi, Lahai Cushine
Presented to Marketing Class 205
University of Bridgeport
2. The Ford Taurus
Launched in 1985
Revamped brand in 2006
Harley-Davidson Motor Company
Founded in 1903
Reached its peak
3. To understand why brands decline we look
at the PLC product life cycle
Isn't the only reliable source
PEC product evolutionary cycle
A brand can grow
4. 3.1 Managerial Action: when leadership,
management, employees make excuses,
which can be done through 5 categories
3.1.1 Product Quality: when product quality is
cheap for cost cutting reasons, a brands
loyalty is tested
3.1.2 Price Increases: when companies
continue to raise prices but give no benefits
5. 3.1.3 Price Cuts
Cutting prices
can damage brands
Lacoste began to decline
and destroyed their
image when they used
cheaper material and
lowered prices
7. 3.1.4 Brand Neglect:
Case of Black and Decker brand
Black and Decker ignored
the popular Dewalt until it ceased to exist
8. 3.1.5 Inability to stay with the target market:
Moving away
from the
target market
can cause
a decline of
the brand.
9. 3.1.5 Inability to stay with the target market:
Those brands' customers
Felt
Neglect
when
they
decided
to change
their images
and
Target
10. 3.2 Environmental Factors:
Refers to factors and forces that affect a firm’s ability to build
and maintain successful relationships with customers
Negative publicities and regulations
caused the declined of Camel.
It was accused to attract
Children by Cartoon character
13. 4.1 Differential Effect: people need a compelling
argument on why they should buy something, being
able to market your brand well enough that your
customer receives it helps to differentiate yourself
from other brands
14. 4.2 Brand Knowledge: For a brand to bee
successful customers have to know about it and
what it does and understand why there product is a
better fit then their competitor. Which can be done
through brand awareness and brand image
15. 4.2.1 Brand awareness: Lack in this can
cause long term problems, usually when a
brands starts declining financially the first
they cut is advertising
16. 4.2.2 Brand Image: Brands can always change,
but to keep up with it brands have to pay attention
to consumers perception
4.3 Customer Response: Sales figures is one of
the ways brands use to determine customer
response to their product, Surveys brand
switching- companies will try other brands out
before fully giving up on their own only when the
bond with the consumer has weakened
17. 5.1 Is the brand worth reviving?: A Brand may be
revived if there is significant value to one or more
part of the product. It may cost more to revive a
product.
5.2 Take a long-term perspective: Brands take a
long time to build and a long time to die. Reviving a
brand also takes a long time, approximately about a
year or two.
18. 5.3 Carefully reposition the brand, invest in it, and educate
the market:
A good brand always has a strong position/statement that
they stand for. To be completive a brand should a
particular focus in quality which they can make to the
public.
19. 5.4 Correct Mismanagement of the brand: When a
brand is declined, it is good to know he cause of it
and understand what can be done to change the
strategies.
5.4.1 Rebuild Quality: Quality of a product hardly
goes unnoticed but customers later realize whether
or not to abandon the brand.
20. 5.4.2 Resist temptation to “milk” the brand:
Management must invest in a brand in order to
revive it.
-Prices are Cut Steadily
5.4.3 Pursue and carefully define target
market: Picking a target is difficult because
that target can either increase or decrease
and interests may change.
