Brand revitalisation brand management
out of 17
Post on 29-Nov-2014
- 1. BRAND REVITALISATION
School of Management & Business Studies;
Mahatma Gandhi University;
- 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.
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.
- 3. Brand Revitalization Measures
- 4. 1.Increasing Usage.
Reduce doubts associated with more or frequent user.
Provide incentive to use frequently
Consumers use more quantity
- 5. 2.New Markets.
1. Reach to new markets not targeted so far.
Eg: Cadbury Diary Milk promoted in adults market.
2. New segments
- 6. 3.Image Change
- Add new association when existing associations become obsolete.
- When associations wearout because of frequent use.
- Commoditization-brand needs differentiation.
- 7. 4.Brand Enhancement
Add new valued differentiators
Operational Excellence (Dell Computers)
- 8. Branding Challenges
- 9. Branding Decision
- 10. Brand-Sponsor Decision
- 11. Brand-Name Decision
Blanket Family Names
Separate Family Names
Company Individual Names
- 12. Brand-Strategy Decision
- 13. Brand-repositioning Decision
- 14. 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
- 15. Co-branding forms
1. Ingredient Co-branding.
Eg; Dell Computers with Intel processors
British Airways and Citibank
3.Multiple sponsor co-branding
- 16. REFFERENCE
HARSH V VARMA
- 17. thanks
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