SBM Ch.

13

Managing Brands Over Time

I Putu Septian Adi Prayuda
041414153018

Topic
Reinforcing Brands
Revitalizing Brands
Adjustment to the
Brand Portfolio

Preview
One of the obvious challenges in
managing brands is constant change in
the marketing environment.

Consumer
behavior

Competitive
strategies

Government
regulations

Technology

Brands Over Time

Long-Term Effects of Marketing Actions on Brand Equity

Reinforcing Brands

Maintaining Brand Consistency

Being consistent does not mean, however, that marketers
should avoid making any changes in the marketing
program.
On the contrary, managing brand equity with consistency
may require making numerous tactical shifts and changes
in order to maintain the strategic thrust and direction of the
brand.
Prices may move up or down, product features may be
added or dropped, ad campaigns may employ different
creative strategies and slogans, and different brand
extensions may be introduced or withdrawn to create the
same desired knowledge structures in consumers minds.

Nutri Sari

Protecting Sources of Brand Equity

Unless some the company makes the strategic
positioning of the brand less powerful, there is:
Little need to deviate from a successful positioning

Brands should always look for potentially

powerful new sources of brand equity
Top priority is to preserve and defend those that
already exist

Key sources of brand equity are of enduring

value

Fortifying versus Leveraging

In managing brand equity, marketers face
tradeoffs between activities that fortify brand
equity and those that leverage or capitalize on
existing brand equity to reap some financial
benefit.
Marketers can design marketing programs that
mainly try to capitalize on or maximize brand
awareness and image.
Without its sources of brand equity, the brand
itself may not continue to yield valuable benefits.

Fine-Tuning the Supporting Marketing Program

Product-related performance associations

If the brand improvement is announced too soon, consumers
may stop buying existing products.
If too late, competitors may already have taken advantage of the
market opportunity with their own introductions.

Non-product-related imagery associations

Too frequent repositionings can blur the image of a brand and
confuse or perhaps even alienate consumers
Consumers may choose to ignore or simply be unable to
remember the new positioning when strong, but different, brand
associations already exist in memory.

Revitalizing Brands
Marketers must decide whether to retain the
same positioning or create a new one.
Sometimes the positioning is still
appropriate, but the marketing program is
the source of the problem because it is
failing to deliver on it.
In other cases, however, the old positioning
is just no longer viable and reinvention is
necessary.

Revitalizing Brands

Strategies to Revitalize Brands

Expanding brand awareness

Improving brand image

Expanding Brand Awareness

Increasing usage
Increasing the level or quantity of consumption
Increasing the frequency of consumption

Identifying new or additional usage

opportunities
Communicate appropriateness of more frequent use in current
situations
Reminders to use

Identifying new and completely different

ways to use the brand

Improving the Brand Image

Repositioning the brand
Establish more compelling points of difference
In some cases, a key point of difference may turn
out to be nostalgia and heritage rather than any
product-related difference.
Other times we need to reposition a brand to
establish a point of parity on some key image
dimension.

Changing brand elements

Convey new information or signal that the brand
has taken on new meaning

Adjustments to Brand Portfolio

Migration strategies
The BMS helps consumers understand how various brands in the
portfolio can satusfy their needs as they change over time, or as the
products and brands themselves change over time.

Acquiring new customers

All firms face the trade-offs between attracting new customers and
retaining existing ones
Firms must proactively develop strategies to attract new customers,
especially younger ones.
The challenge is greater when the brand has a strong personality or
user image associations that tie it to one particular consumer group.

Retiring brands

Brand Reinforcement Strategies

Brand Revitalization Strategies