Brand extension is a marketing strategy where a company uses an established brand name on new products in different categories. This allows companies to reduce expenses and develop new products and customer bases. However, there are risks if brand extensions are inappropriate or do not have competitive advantages. Brand reinforcement strategies to maintain brand equity include advertising, promotions, and sponsorship events. Brand revitalization is used when profits decline in the mature stage, and involves increasing product usage, exploring new markets, repositioning, improving offerings, and gaining customer involvement.

1. BRAND EXTENSION
● Brand Extension is a marketing
strategy in which a firm
marketing a product with a well-
developed image use the same
brand name in different product
category.
● For example, Snickers ice-cream
bar, Adidas watches.

2. ADVANTAGES
➔ For seeking variety and
increase brand image
➔ Reduces expenses
➔ Developing cost of product
saved
➔ Increase customer base

3. DISADVANTAGES
➔ Risk factor
➔ Competitive advantage
➔ Financial support
➔ Inappropriate extensions
(cigarette)

4. A)Building Global Customer
Based Brand Equity
1.
Understandi-
ng the
similarities
and
differences
in the Global
Branding
Landscape
Avoid
shortcuts in
Brand
Building
Establish
Marketing
Infrastructure
Embrace
Integrated
Marketing
Communicati
on
Cultivate
Brand
Partnership
3.2. 4. 5.

5. A)Building Global
Customer Based Brand
Equity
Balanced
Standardizat
-ion and
Control
Balance
Global and
Local
Control
Establish
Operable
Guidelines
Implementati
on of global
brand equity
measureme-
nt system
Leverage
Brand
Elements
9.8.7. 10.6.

6. B) Managing Brand Over Time
- Brand Reinforcement
- Brand Revitalizing

7. Brand Reinforcement :
1. Advertising
2. Exhibition
3. Event and Sponsorship
4. Showroom Layout
5. Promotion

8. Brand Revitalizing
Brand Revitalization is the marketing
strategy adopted when the product
reaches the maturity stage of a
product life cycle,
and the profits have fallen drastically.
It is the attempt to bring the product
back in the market and secure the sources of equity.

9. 5 Ways to
Revitalise Brands:
1. Usage of a product can be
increased
2. Exploring the untapped
market.
3. Re-positioning
4. Augmenting the Product
and Services
5. Involvement of Customer

10. Thank you!