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Managing Brands Over Time. Chapter 13. 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.

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reinforcing brands
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
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
Brand Concept Management: Functional Concept

Intro Elaboration Fortification

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
Symbolic & Experiential Concepts

Brand Elaboration Fortification

symbolic

Godiva Gold box Customizing

Apple Controlled dist Retail stores

experiential

Lego Accessories Furniture

Aveda Aromatherapy Make-up

revitalizing brands
Revitalizing Brands
  • Recapturing lost sources of equity
  • Returning to values of original brand
  • Repositioning
  • Expanding awareness and image
comeback stories
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
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
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
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
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
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?