This document discusses strategies for brand revitalization when a brand reaches maturity and profits begin to decline. It identifies four main approaches: 1) Increasing usage by reducing doubts about frequent use and providing incentives, 2) Expanding into new markets, 3) Changing the brand image by adding new associations, and 4) Enhancing the brand by adding new value-adding features. It then discusses various branding decisions around sponsorship, naming, positioning, and repositioning strategies. Cobranding is defined as combining brands in an offer to reach new audiences.

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. ORA 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 MeasuresIncreasing 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 quantityNew 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

6. 3.Image ChangeAdd new association when existing associations become obsolete.Eg: DaldaVanaspati to Dalda Active When associations wearout because of frequent use.Eg: Nestle Maggi repositioned from “rich soups with implied thickness” to soups that satisfies evening hunger.Commoditization-brand needs differentiation.Eg: Xerox

7. 4.Brand EnhancementAdd new valued differentiatorsService(Indian Airlines)Features (Surf)Availability (Maruti)Guarantee Value disciplinesInnovation (Sony)Intimacy (IBM)Operational Excellence (Dell Computers)

8. Branding ChallengesBranding DecisionBrand-Sponsor DecisionBrand-Name DecisionBrand-Strategy DecisionBrand-repositioning Decision

9. Branding DecisionBrandNo brand

10. Brand-Sponsor DecisionManufacturer Brand Distributor BrandLicensed Brand

11. Brand-Name DecisionIndividual NamesBlanket Family NamesSeparate Family Names Company Individual Names

12. Brand-Strategy DecisionLine ExtensionBrand ExtensionMulti Brands New BrandsCo brands

13. Brand-repositioning DecisionRepositioning No-Repositioning

14. CobrandsIn 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 forms1. Ingredient Co-branding.Eg; Dell Computers with Intel processors2. Joint-venture British Airways and Citibank 3.Multiple sponsor co-branding

16. REFFERENCEBRAND MANAGEMENT HARSH V VARMA

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