brand revitalisation brand management

BRAND REVITALISATIONVipin P

School of Management & Business Studies;Mahatma Gandhi University;

Kottayam;Kerala S4 MBA

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.

Brand Revitalization Measures

1. Increasing Usage.2. New Markets.3. Image Change.4. Brand Enhancement

1.Increasing Usage.

• Reduce doubts associated with more or frequent user.

• Provide incentive to use frequently • Consumers use more quantity• New uses

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

3.Image Change

Add new association when existing associations become obsolete.

Eg: Dalda Vanaspati 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

4.Brand Enhancement

• Add new valued differentiatorsService(Indian Airlines)Features (Surf)Availability (Maruti)Guarantee

• Value disciplinesInnovation (Sony)Intimacy (IBM)Operational Excellence (Dell Computers)

Branding Challenges

• Branding Decision• Brand-Sponsor Decision• Brand-Name Decision• Brand-Strategy Decision• Brand-repositioning Decision

Branding Decision

• Brand• No brand

Brand-Sponsor Decision

• Manufacturer Brand • Distributor Brand• Licensed Brand

Brand-Name Decision

• Individual Names• Blanket Family Names• Separate Family Names • Company Individual Names

Brand-Strategy Decision

• Line Extension• Brand Extension• Multi Brands • New Brands• Co brands

Brand-repositioning Decision

• Repositioning • No-Repositioning

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

Co-branding forms

1. Ingredient Co-branding. Eg; Dell Computers with Intel processors2. Joint-venture

British Airways and Citibank 3.Multiple sponsor co-branding

REFFERENCE

• BRAND MANAGEMENT HARSH V VARMA

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