Download - Managing brands over time ppt
Managing Brands Over Time
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
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
Brand Concept Management: Functional Concept
Intro ElaborationFortification
Clorox Prob/solve Pre-wash stain
Bleach strategy remover
Usage New scents
________extension (cotton to synthetics)
Vaseline prob/solve Lotion
Jelly Extensions Baby wipes
Symbolic & Experiential Concepts
Brand ElaborationFortification
symbolic
Godiva Gold box Customizing
Apple Controlled dist Retail stores
experiential
Lego Accessories Furniture
Aveda Aromatherapy Make-up
Revitalizing Brands
Recapturing lost sources of equity Returning to values of original brand Repositioning Expanding awareness and image
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
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)
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)
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
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?
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?