BRAND REVITALIZATION

DEFINITION
• 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.
• Revitalization efforts could move in
two directions.
The brand may be adjusted or modified
to appeal in the market
Brand’s market may be adjusted
BRAND REVITALIZATION
TOOLS/MEASURES

• Increasing usage.
• New markets.
• Image change.
• Brand enhancement,
 INCREASING USAGE
• More convenient to use.---MAGGI,MTR,KELLOGS
etc.
• Reduce doubts associated.-----VATIKA,SET
WET,LOREAL etc.
• Provide incentives.---BRITISH AIRWAYS,ICICI
PLATINUM CARD
• New uses.------JET MOSQUITO MAT.
NEW MARKETS.
• Reach to new markets not targeted so far----
Asian countries
(Mc DONALD’S),rural areas(HUL)
• NEW SEGMENTS------cover unattached
segments(shampoo pouches, solar lights)
IMAGE CHANGE.
• Add new associations when existing one becomes
obsolete------SPLENDOR pro
• Commoditization.--------XEROX does not mean
photocopying, it’s a brand.
BRAND ENHANCEMENT
• Add new valued differentiators------
availability(HUL),
• Value disciplines----
innovation(SONY),intimacy(MARRIOTT)
THANK YOU…