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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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
Brand Elaboration Fortification
Godiva Gold box Customizing
Apple Controlled dist Retail stores
Lego Accessories Furniture
Aveda Aromatherapy Make-up
• Migration strategies (Dockers)