management of brand after introducing

1. Brand Concept Management

2. Brand Benefits
• Functional - intrinsic advantage (Head &
Shoulders eliminates my dandruff)
• Symbolic - extrinsic advantage - (H&S
makes me beautiful) Badge brands fulfill
needs for self esteem
• Experiential - usage imagery (H&S tingles
when I lather it onto my scalp)

3. Stages of Positioning Strategies
• Introductory - helps consumers to
understand brand image
• Elaboration - help consumers perceive
brand’s increasing value
• Fortification - links brand image to image
of other brand products in different product
classes

4. Functional Benefit Concepts
Introduction Elaboration Fortification
Clorox bleach prob/solve soil/stain
strategy; remover;
cotton to synth new scents
Vaseline skin balm prob/solve health/beauty
strategy; products;
extend usage Intensive care
BabyWipes

5. Symbolic & Experiential
Benefit Concepts
Introduction Elaboration Fortification
Symbolic Concepts
Lenox china controlled mkt. Mix crystal, silver
Brooks Bros. suit 26 stores, control shoes, cologne
Experiential Concepts
Barbie Doll Houses, outfits magazine, games
Lego Blocks magnifiers, large do-it-yourself
blocks furniture

6. Repositioning
• Establish more compelling POD and POP
• Change target audience (Frosted Flakes)
• Develop a new use (Baking soda)

7. Equity Reinforced
Marketing actions must consistently convey the
meaning of the brand to consumers in terms of
what products the brand represents, core benefits
supplied, needs satisfied and uniqueness.
Reinforcing strategy - enhance brand meaning and
associations
Revitalizing strategy - recapture lost sources by
expanding awareness and improving brand
associations and image

8. Brand Portfolio Adjustments
• Migration strategies - acquire new
consumers by making brand seem relevant
to them personally
• “You are who you are become of where you
were when” outlook
• Tactics - testimonial ads, line extensions, on
line offerings, retail stores

9. Predictors of Success
Brand Extension
• Johnnie Walker Scotch upscale men’s apparel
• Evian deodorant
• Jockey fitted sheets
• Volkswagen golf carts
• Victoria’s Secret laundry detergent
• Swiss Army frozen meals

10. Questions
• How might Disney maintain brand equity in
the film Bambi over the years?
• Which strategy, reinforce or revitalize, is
most important for the Bambi brand?
• Would symbolic or experiential concepts be
more suitable to the Bambi brand?