1. BRAND REVITALISATION Vipin P School of Management & Business Studies; Mahatma Gandhi University; Kottayam;Kerala S4 MBA

2. Brand Revitalization Strategy employed when a brand has reached maturity and profits begin to decline; approaches to revitalisation may include one or all of market expansion, product modification or brand repositioning. OR A strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity. This may include product modification or brand repositioning.

3. Brand Revitalization Measures Increasing Usage. New Markets. Image Change. Brand Enhancement

4. 1.Increasing Usage. Reduce doubts associated with more or frequent user. Provide incentive to use frequently Consumers use more quantity New uses

5. 2.New Markets. 1. Reach to new markets not targeted so far. Eg: Cadbury Diary Milk promoted in adults market. 2. New segments Rural Marketing

7. 4.Brand Enhancement Add new valued differentiators Service(Indian Airlines) Features (Surf) Availability (Maruti) Guarantee Value disciplines Innovation (Sony) Intimacy (IBM) Operational Excellence (Dell Computers)

8. Branding Challenges Branding Decision Brand-Sponsor Decision Brand-Name Decision Brand-Strategy Decision Brand-repositioning Decision

9. Branding Decision Brand No brand

10. Brand-Sponsor Decision Manufacturer Brand Distributor Brand Licensed Brand

11. Brand-Name Decision Individual Names Blanket Family Names Separate Family Names Company Individual Names

12. Brand-Strategy Decision Line Extension Brand Extension Multi Brands New Brands Co brands

13. Brand-repositioning Decision Repositioning No-Repositioning

14. Cobrands In co branding one or more well known brands are combined in an offer. Each brand sponsor will expect that the other name will strengthen preference or purchase intention. Each brand hopes it might be reaching a new audience by associating with the other brand

15. Co-branding forms 1. Ingredient Co-branding. Eg; Dell Computers with Intel processors 2. Joint-venture British Airways and Citibank 3.Multiple sponsor co-branding

16. REFFERENCE BRAND MANAGEMENT HARSH V VARMA

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