Managing brands over time ppt bec bagalkot mba 2009

1. Managing Brands Over Time

2. Reinforcing Brands
 Use marketing actions that consistently
convey the meaning of the brand to
consumers in terms of awareness and
image
 Fortify the brand by raising awareness
and building favorable associations -
sponsorships, product placements

3. Brand Concept Management
 Functional benefits - solve consumer
related problems
 Symbolic benefits - needs for social
approval or personal expression; “badge
brands”
 Experiential benefits - sensory pleasure,
variety

4. Brand Concept Management:
Functional Concept
Intro Elaboration Fortification
Clorox Prob/solve Pre-wash stain
Bleach strategy remover
Usage New scents
________extension (cotton to synthetics)
Vaseline prob/solve Lotion
Jelly Extensions Baby wipes

5. Symbolic & Experiential
Concepts
Brand Elaboration Fortification
symbolic
Godiva Gold box Customizing
Apple Controlled dist Retail stores
experiential
Lego Accessories Furniture
Aveda Aromatherapy Make-up

6. Revitalizing Brands
 Recapturing lost sources of equity
 Returning to values of original brand
 Repositioning
 Expanding awareness and image

7. Comeback Stories
 RCA - went from obsolete TV image to Satellite
System with DirecTV; new campaign with
“Chipper” dog logo
 Hush Puppies - suede shoes image changed
with new designs, ad campaign and Forrest
Gump placement
 Adidas - After losing to Nike and Reebok,
targeted young urbans, Rappers and Kobe to
make 3 stripes cool again

8. Expanding the Breadth of Brand
Awareness
 Finding new uses for the brand with TOM
awareness (Cheeze Whiz recipes,
Folgers coffee singles)
 Reminding consumers to replace
products with short lifespan (Oral-B)
 Providing innovative package design
(MentaDent)

9. Improving Brand Image
 Repositioning with points of difference or
points of parity
 Changing brand elements (KFC)
 Entering new markets (Frosted Flakes)
 Targeting new segments (Brylcreen
Power Gel)

10. Adjustments to Brand Portfolio
• Migration strategies (Dockers)
 Acquire new customers (VW)
 New distribution outlets (Kmart; Internet
sales)
 Line extension or sub brands (TJs)
 IMC campaigns for each segment
(Dewars Profiles)
 Retiring obsolete brands/products

11. Maintaining Equity at the
Movies
 How can Disney maintain brand equity for
the film Bambi over the years?
 How does Disney expand brand equity
through film production?
 Are there any sub-brands that Disney
should consider retiring?

12. Managing Nivea’s Brand
Portfolio
 What is the US image of Nivea?
 How did Nivea create a POD through
associations of ‘mildness and gentleness”
to the brand as a whole? To sub-brands?
 What role did the Blue Harmony ad
campaign play in positioning the brand?
 What should be the next step for Nivea?