Brand Management 260 Chapter 13 MANAGING BRANDS OVER TIME “Products have limited life cycles, but brands -- if managed well -- last forever.” Jean-Marie Dru, Author of “Disruption” Managing Brands Over Time Effective brand management requires taking a long-term view of marketing decisions. Any action that a firm takes as part of its marketing program has the potential to change consumer knowledge about a brand. These changes in consumer brand knowledge from current marketing activity also will have an indirect effect on the success of future marketing activities. Today’s Agenda Reinforcing Brands Revitalizing Brands Reinforcing Brands Reinforcing Brands Generally, we reinforce brand equity by marketing actions that consistently convey the meaning of the brand to consumers in terms of Brand Awareness and Brand Image. Consumer response to past marketing activity Consumer response to future marketing activity Consumer response to current marketing activity Brand awareness and brand image Changed brand awareness and brand image Questions to the Marketers The Brand Meaning Brand Awareness What products does the brand represent? What benefits does it supply? What needs does it satisfy? Brand Image How does the brand make products superior? What strong, favorable & unique brand associations exist in the customers’ minds? 1. Brand Awareness What products does the brand represent, what benefit does it supply, and what needs does it satisfy? Kellogg’s Nutri-Grain has expanded from cereals into granola bars and other products, cementing its reputation as “makers of healthy breakfast and snack foods.” 91 2. Brand Image How does the brand make those products superior? What strong, favorable, and unique brand associations exist in the minds of consumers? Through product development, Apple Computer (now Apple Inc.) has transformed from a computers manufacturer to a stylish consumer electronics brand, reinforcing its brand association as “Tools for creative minds” Market Leaders & Failures From the perspective of maintaining consumer loyalty, inadequate marketing support is a dangerous strategy when combined with price increases. Brands such as Budweiser, Coca-Cola, Hershey, and Marlboro have been remarkably consistent in their strategies once they achieved a preeminent market leadership position. Consistency & Change Consistent marketing support in amount and nature. Tactical shifts and changes to maintain the strategic thrust and direction of the brand. Despite tactical changes, certain key elements of the marketing program are always retained.. Keep certain key creative elements in marketing communication to create Advertising Equity Retro-branding or retro-advertising have enduring ...

1. Brand Management 260
Chapter 13
MANAGING BRANDS OVER TIME

2. “Products have limited life cycles, but brands -- if managed
well -- last forever.”
Jean-Marie Dru, Author of “Disruption”
Managing Brands Over Time

3. Effective brand management requires taking a long-term view of
marketing decisions.
Any action that a firm takes as part of its marketing program
has the potential to change consumer knowledge about a brand.
These changes in consumer brand knowledge from current
marketing activity also will have an indirect effect on the
success of future marketing activities.
Today’s Agenda
Reinforcing Brands
Revitalizing Brands

4. Reinforcing Brands
Reinforcing Brands
Generally, we reinforce brand equity by marketing actions that
consistently convey the meaning of the brand to consumers in

5. terms of Brand Awareness and Brand Image.
Consumer response to past marketing activity
Consumer response to future marketing activity
Consumer response to current marketing activity
Brand awareness and brand image
Changed brand awareness and brand image

6. Questions to the Marketers
The Brand Meaning
Brand Awareness
What products does the brand represent?
What benefits does it supply?
What needs does it satisfy?
Brand Image

7. How does the brand make products superior?
What strong, favorable & unique brand associations exist in the
customers’ minds?
1. Brand Awareness
What products does the brand represent, what benefit does it
supply, and what needs does it satisfy?
Kellogg’s Nutri-Grain has expanded from cereals into granola
bars and other products, cementing its reputation as “makers of
healthy breakfast and snack foods.”

8. 91
2. Brand Image
How does the brand make those products superior?
What strong, favorable, and unique brand associations exist in
the minds of consumers?
Through product development, Apple Computer (now Apple
Inc.) has transformed from a computers manufacturer to a
stylish consumer electronics brand, reinforcing its brand
association as “Tools for creative minds”

9. Market Leaders & Failures
From the perspective of maintaining consumer loyalty,
inadequate marketing support is a dangerous strategy when
combined with price increases.
Brands such as Budweiser, Coca-Cola, Hershey, and Marlboro
have been remarkably consistent in their strategies once they
achieved a preeminent market leadership position.

10. Consistency & Change
Consistent marketing support in amount and nature.
Tactical shifts and changes to maintain the strategic thrust and
direction of the brand.
Despite tactical changes, certain key elements of the marketing
program are always retained..
Keep certain key creative elements in marketing communication
to create Advertising Equity
Retro-branding or retro-advertising have enduring meaning with
older consumers and can be made to seem relevant to younger
consumers.

11. 91
Protecting Sources of Brand Equity
Brands should always look for potentially powerful new sources
of brand equity.
Nevertheless, a top priority under these circumstances is to
preserve and defend those sources of brand equity that already
exist.

12. Procter & Gamble’s Cascade (i)
For a cost-saving reason to roll out its value-pricing initiative,
Procter & Gamble made a minor change in the formulation of its
Cascade automatic dishwashing detergent.
As a result, the product was not as effective as it previously had
been.
Procter & Gamble’s Cascade (ii)
One of the key P&G’s competitors, Lever Brothers, discovered
the fact.
Lever Brothers launched a comparative ads for its Sunlight
brand featuring side-by-side glasses that claimed, “Sunlight
fights spots better than Cascade”.
“Virtually spotless” was a key brand association and source of
brand equity for P&G’s Cascade.
P&G immediately reverted to its original formula.

13. P&G forced the Lever Brother stopped running its Sunlight’s
ads via a legal action.
Fortifying vs. Leveraging
Be aware of tradeoffs between marketing activities that attempt
to fortify and further contribute to brand equity and marketing
activities that attempt to leverage or capitalize on existing
brand equity to reap some financial benefit.
The more that there is an attempt to realize or capitalize on
brand equity benefits, however, the more likely it is that the
brand and its sources of equity may become neglected and
perhaps diminished in the process.

14. 91
Fine-Tuning The Programs
Changing brand tactics when they are no longer making the
desired contributions to maintaining or strengthening brand
equity.
Product-Related Performance Association
Innovation in product design, manufacturing, merchandising is
critical for performance-based brands.
Non-Product-Related Imagery Association
Relevance in user and usage imagery.
Advertising plays a key role in building brand equity.

15. Marlboro : Case Study
Marlboro in the 1920s
Discerning Feminine Taste
In 1924, Philip Morris introduced Marlboro as a women's
cigarette based on the slogan: "Mild as May“.

16. Marlboro ads (1927) published in Vanity Fair Magazine targeted
the affluent society woman with text that stated: "Women
quickly develop discerning taste.”
Marlboro in the 1950s
The Rise of Filtered Cigarettes
To compete with Winston, Philip Morris created a filter tipped
cigarette of its own with a Flip-Top Box new packaging.
Instead of introducing a new brand, the company discontinued
the original Marlboro Cigarettes and used the name for its new
filter tipped cigarettes.

17. Marlboro in the late 1950-60s
The New Masculine Trademark
Using real cowboys forged an authenticity that branded the
product as genuine, tough, rugged and associated with the
mythical hero of the American West.

18. The Marlboro Country
Since the mid-1970s, Marlboro has been America’s number one
cigarette brand.
The romantic images of the rugged cowboy and “Marlboro
Country” have since been taken worldwide and even
successfully transferred to billboards and print ads without
showing a product.
Innovation in product
design, manufacturing
& merchandising
Relevance in user
and usage imagery
Consistency in amount and nature
of marketing support

19. Continuity in brand meaning; changes in marketing tactics
Trading off marketing
activities to fortify vs. leverage brand equity
Protecting sources
of brand equity
Brand Awareness
What products does the brand represent?
What benefits does it supply?
What needs does it satisfy?
Brand Image
How does the brand make products superior?
What strong, favorable, and unique brand associations exist in
customers’ minds?

20. Revitalizing Brands
Revitalizing Brands
Expanding the depth and/or breadth of awareness by improving
consumer recall and recognition of the brand during purchase or
consumption settings.
Improve the strength, favorability, and uniqueness of brand
associations—either existing or new—making up the brand
image.

21. Strategies to Revitalize Brands
Expanding Brand Awareness
Breadth challenge
Improving Brand Image
Repositioning the brand
Changing brand elements
Entering New Markets

22. 94
1. Expanding Brand Awareness
Increasing the depth of brand awareness
Increase quantity of consumption (How much)
Increasing the breadth of brand awareness
Increase frequency of consumption (how often)
With fading brands it is the breadth that poses a bigger problem
as consumers tend to think of the brand in very narrow ways.

23. Increasing Usage
Increasing the level or quantity of consumption
How much?
Demonstration in toothpaste commercials
Recommended by Dentists
Promoted in advertisement
Increasing the frequency of consumption
How often?
“Food goes better with Coke”

24. Identifying New or Additional Usage Opportunities
Communicate appropriateness and advantages of using the
brand more frequent use in current or new situations
Reminders to consumers to actually use the brand as close as
possible to those situations
Some brands are seen as for only specific or special occasions
e.g.: Chivas Regal - “What are you saving your Chivas For?”
Perceptions and reality of usage differ
e.g.: Batteries with inbuilt indicators of power, toothbrushes
that change color
Identifying New and Completely Different Ways to Use the
Brand
Encouraging variety of new usages
Campbell’s advertise recipes that use their branded products in
entirely different ways.
Finding creative new usage application for a product

25. Arm & Hammer baking soda’s deodorizing and clearing
functions.
Clorox’s benefits in eliminates kitchen odors.
Positioning as a substitute of other products
Wrigley’s chewing gum as a substitute to smoking.
Tums antacid tablets promote its benefits as a calcium
substitute.
2. Improving the Brand Image
Brand Association
Strength
Favorability
Uniqueness

26. Repositioning or recommitment to the existing positioning.
Bolstering faded positive associations
Neutralizing negative associations
Creating additional positive associations
Repositioning a Brand
Establishing more compelling Points of Difference that
consumers might have taken for granted.
In some cases, a key point of difference may turn out to be
nostalgia and heritage rather than any product-related
difference.
Other times we need to reposition a brand to establish a Point of
Parity on some key image dimension.

27. Revitalizing Gucci
Gucci's brand was revitalized between the mid-1990s and early
2000s.
Tom Ford, the edgy designer, acted as Gucci’s creative director
from 1994-2004.
Ford remade Gucci as a stylish, sexy, and exclusive fashion
label
Its slick, skin-flaunting designs such as open-to-the-navel silk
shirts were popularized by celebrities such as Madonna.

28. Changing Brand Elements
Conveying new information or signaling that the brand has
taken on new meaning.
Brand name is the most important brand element and most
difficult to change.
Nevertheless, names can be dropped or combined into initials to
reflect shifts in marketing strategy or to ease pronouceability or
recall.

29. Changing Brand Name & Logo
Kentucky Fried Chicken took an attempt to convey a healthier
image in 90s.
The brand name was abbreviated to the initials KFC.
Image of Colonel Sanders still was still maintained as a means
to the tradition but also modernized its appeal.
1952
1978
1997
1991
Create New Sources of Brand Equity
Mountain Dew was first introduced with a countrified tagline

30. “Yahoo Mountain Dew! It’ll tickle your innards.” in late 60s
The outdoor image was transformed to extreme sports in the 90s
Its radical new brand image successfully attracted the urban
young adults.
3. Entering New Markets
Option 1:
Abandon the consumer group that supported the brand in the
past to target a completely new market segment.
Johnson & Johnson’s baby shampoo – Promote the gentleness
and everyday applicability to the adults rather than babies.
Option 2:
Identify neglected segments & attract new customers
Van Huesen – advertising in women’s magazines.
Nike and Gillette's women range of products.

31. 39
Refresh old sources
of brand equity
Create new sources
of brand equity
Expand Depth &
Breadth of awareness
+ usage of brand
Increase quantity
of consumption
(how much)
Increase frequency
of consumption
(how often)
Improve strength,
favorability, and
uniqueness of brand

32. associations
Bolster fading associations
Neutralize negative
associations
Create new associations
Identify additional
opportunities to
use Brand in Same
basic way
Identify completely
new and different
ways to use
Retain vulnerable
customers
Recapture lost
customers
Identify neglected
segments
Attract new
customers

33. 1
[Your NAME]
Sustainability Initiative: Part 2 COst and Benefits
[Select Date]Assignment Objectives: 1.) Outline the costs and
benefits associated with your sustainability initiative that you
selected during Week 1 and 2.) Explore any local, state, or
national revenue sources for sustainable initiatives.Instructions:
Complete the worksheet below to help you to outline the cost
and benefits associated with the sustainability initiative you
selected in Week 1.
Sustainability Initiative
[ Provide a brief overview of your sustainability initiative
and the setting. This will be helpful for your team members.]
Note: To delete any tip (such as this) just click it and start

34. typing. If you’re not yet ready to add your own text, just click a
tip and press spacebar to remove it.
COST Associated with your sustainablity Initiative
Current cost
[ List current cost (e.g., staffing, facility, operating,
products, services)] Note: To delete any tip (such as this)
just click it and start typing. If you’re not yet ready to add your
own text, just click a tip and press spacebar to remove it.
Cost to implement initiatives
[ List cost to implement initiatives (e.g., new equipment,
new contracts or staff).]
Cost projections after implementation
[ List cost projections after implementation (e.g. upkeep,
maintenance renewals, fees, etc.)]
Social and environmental costs
[ List any social and environmental cost, (e.g. any
increases to pollution, negative social impacts, etc. ]
BENEFITS ASSOCIATED WITH YOUR SUSTAINABLITY
INITIATIVE
Cost Savings
[Are there any cost savings? Will your setting have

35. financial gain?.]
Increased efficiency
[List any improvements or gains as a results of
implementing this initiative.]
Fewer readmissions
[Will your project decrease readmissions?
Social and Environmental benefits
[List any social or environmental benefits.]
Benefits over time
[Try to estimate the benefits over time if possible. For
example, we can save x dollars within a year and xx within 5
years. This is where you can show any trending data.]
local, state, or national revenue sources for sustainable
initiatives
[Do an internet or library search for local, state, or
national revenue sources for sustainable initiatives. Share at
least two below.]
Citations
[Cite 3 reputable references to support your assignment

36. (e.g., trade or industry publications, government or agency
websites, scholarly works, or other sources of similar quality).
Format your assignment according to APA guidelines.]
NExt Step: Share this document with your team. Your team will
use this doucment to create a team presention which will
include the following:
· Deliver an overview of your initiatives and the costs that have
an impact on them.
· Discuss any patterns or similarities your team encountered.
· Highlight any local, state, or national revenue sources that
could be used.
Cite 3 reputable references to support your assignment (e.g.,
trade or industry publications, government or agency websites,
scholarly works, or other sources of similar quality).
Format your assignment according to APA guidelines.