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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 Awareness
Continuity in Brand meaning changes in marketing tactics Reinforce nonproduct related association Protecting sources of brand equity Brand Image
REVITALIZATION STRATEGIES
A Strategy to recapture lost sources of brand equity and identify and establish new resources of brand equity. This may Include product modification or product repositioning.
Increase Quantity of Consumption (How Much) Increase Frequency of Consumption (How Often)
Identify Additional Opportunities to Use Brand in Same Basic Way Identify Completely New and Different Ways to Use
Refresh Old Sources of Brand Equity Create New Sources of Brand Equity
Bolster Fading Associations Improve Strength, Favorability, and Uniqueness of Brand Associations Neutralize Negative Associations Create New Associations
Introductory - helps consumers to understand brand image Elaboration - help consumers perceive brands increasing value
Fortification - links brand image to image of other brand products in different product classes
Revitalizing Brands
Expanding awareness and image Returning to values of original brand
Reposi tioning
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