CHAPTER 13:

MANAGING BRANDS OVER TIME

13.1
 Why?
 Many experienced marketing executives and
brand managers feel that brands follow
irrevocable life stages, e.g., they are born,
mature, plateau and eventually begin to decline
and die.

13.2
 Solutions
 Companies with brands that are in the declining
phase, generally, employ the strategy of best
business practice, i.e., cutting advertising and
marketing investment on these brands and
reallocate the dollars to other growth brands.
 Some companies choose to sell-off weak brands
or price discount them to wring-out whatever
value is left.
 Or they can revive their diminishing brands,
which is currently a growing trend. 13.3
 Reinforcing Brands
 Generally, we reinforce brand equity by
marketing actions that consistently convey the
meaning of the brand to consumers in terms of
brand awareness and brand image.

13.4
 Managing Brands over Time

 Effective brand management requires taking a

long-term view of marketing decisions
 Any action that a firm takes as part of its marketing
program has the potential to change consumer
knowledge about the brand.
 These changes in consumer brand knowledge from
current marketing activity also will have an indirect
effect on the success of future marketing activities.

13.5
 Consumer response to
past marketing activities

Brand awareness and brand image

Consumer response to
current marketing activities

Changed brand awareness and brand image

Consumer response to
future marketing activities
13.6
 Reinforcing Brands
 Maintaining brand consistency
 Consistent marketing support in amount and nature
 Protecting sources of brand equity
 Fortifying versus leveraging
 Trade-off
 Fine-tuning the supporting marketing program

13.7
 Consistency in
amount and nature
Brand Awareness
of marketing
support
•What products does the brand represent?
Innovation in product
•What benefits does it supply?
design, manufacturing
•What needs does it satisfy?
and merchandising Continuity in brand
Brand meaning; changes in
Reinforcement marketing tactics
Strategies
Brand Image
Relevance in user Protecting sources
•How does the brand make products superior? of brand equity
and usage imagery
•What strong, favorable, and unique brand
associations exist in customers’ minds?
Trading off
marketing
activities to
fortify vs.
leverage brand
equity

13.8
 Revitalizing Brands

 Expand the depth and/or breadth of awareness by

improving consumer recall and recognition of the brand
during purchase or consumption settings

 Improve the strength, favorability, and uniqueness of

brand associations—either existing or new—making up
the brand image

13.9
 Increase quantity
of consumption Identify additional
Expand depth and (how much) opportunities to
Breadth of awareness
use Brand in Same
And usage of brand
Increase frequency basic way
of consumption
Refresh old sources (how often) Identify completely
Brand Of brand equity new and different
Revitalization ways to use
Strategies
Create new sources
Of brand equity

Retain vulnerable
Bolster fading associations customers
Improve strength,
favorability, and Recapture lost
Neutralize negative
uniqueness of brand customers
associations
associations
Identify neglected
Create new associations segments

Attract new
customers

13.10
 Strategies to Revitalize Brands
 Expanding brand awareness
 Breadth challenge
 Improving brand image
 Repositioning the brand
 Changing brand elements

 Entering new markets

13.11
 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
13.12
 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
13.13
 Improving the Brand Image
 Go “back to basics” and tap into existing
sources of brand equity (e.g., Harley-Davidson,
Adidas)
 Product strategy
 Pricing strategy

 Channel strategy

 Communication strategy

 Create new sources of brand equity (e.g., Packard

Bell)
13.14
 Entering New Markets
 One strategic option for revitalizing a fading
brand is simply to more or less abandon the
consumer group that supported the brand in
the past to target a completely new market
segment.

13.15
 Adjustments to Brand Portfolio
 Migration strategies
 A corporate or family branding strategy in which brands are
ordered in a logical manner could provide the hierarchical
structure in consumers’ minds to facilitate brand migration.
 Example: BMW with its 3-, 5-, and 7-series numbering systems
 Acquiring new customers
 Tradeoffs in their marketing efforts between attracting new
customers and retaining existing ones
 Firms must proactively develop strategies to attract new
customers, especially younger ones.
 Retiring brands
13.16