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Brand revitalisation brand management


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Brand revitalisation brand management

  1. 1. BRAND REVITALISATION<br /> Vipin P <br />School of Management & Business Studies;<br />Mahatma Gandhi University;<br />Kottayam;Kerala<br /> S4 MBA<br />
  2. 2. Brand Revitalization <br />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. <br /> OR<br />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. <br />
  3. 3. Brand Revitalization Measures<br />Increasing Usage.<br />New Markets.<br />Image Change.<br />Brand Enhancement<br />
  4. 4. 1.Increasing Usage.<br />Reduce doubts associated with more or frequent user.<br />Provide incentive to use frequently <br />Consumers use more quantity<br />New uses<br />
  5. 5. 2.New Markets.<br />1. Reach to new markets not targeted so far.<br />Eg: Cadbury Diary Milk promoted in adults market.<br />2. New segments <br />Rural Marketing<br />
  6. 6. 3.Image Change<br /><ul><li>Add new association when existing associations become obsolete.</li></ul>Eg: DaldaVanaspati to Dalda Active<br /><ul><li> When associations wearout because of frequent use.</li></ul>Eg: Nestle Maggi repositioned from “rich soups with implied thickness” to soups that satisfies evening hunger.<br /><ul><li>Commoditization-brand needs differentiation.</li></ul>Eg: Xerox<br />
  7. 7. 4.Brand Enhancement<br />Add new valued differentiators<br />Service(Indian Airlines)<br />Features (Surf)<br />Availability (Maruti)<br />Guarantee <br />Value disciplines<br />Innovation (Sony)<br />Intimacy (IBM)<br />Operational Excellence (Dell Computers)<br />
  8. 8. Branding Challenges<br />Branding Decision<br />Brand-Sponsor Decision<br />Brand-Name Decision<br />Brand-Strategy Decision<br />Brand-repositioning Decision<br />
  9. 9. Branding Decision<br />Brand<br />No brand<br />
  10. 10. Brand-Sponsor Decision<br />Manufacturer Brand <br />Distributor Brand<br />Licensed Brand<br />
  11. 11. Brand-Name Decision<br />Individual Names<br />Blanket Family Names<br />Separate Family Names <br />Company Individual Names<br />
  12. 12. Brand-Strategy Decision<br />Line Extension<br />Brand Extension<br />Multi Brands <br />New Brands<br />Co brands <br />
  13. 13. Brand-repositioning Decision<br />Repositioning <br />No-Repositioning <br />
  14. 14. Cobrands<br />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.<br />Each brand hopes it might be reaching a new audience by associating with the other brand<br />
  15. 15. Co-branding forms<br />1. Ingredient Co-branding.<br />Eg; Dell Computers with Intel processors<br />2. Joint-venture<br /> British Airways and Citibank <br />3.Multiple sponsor co-branding<br />
  17. 17. thanks<br />