Chapter 14:

Brands Over Time

Contents
The importance of managing brands over a period of time Brand growth challenges brand reinforcement Sustaining a brand long term brand revitalization Brand turnaround

Introduction
A brand once launched needs to be carefully managed and nurtured, not only during the initial stages of a brand launch, but over the period of time also. If an organization is like a garden, then brands are like plants that have been planted there. Just like plants need constant watering, weeding, and pruning, the brands need to be constantly monitored for changes in the external and internal environment. Any weakness or threat needs to be attended to and every strength and opportunity needs to be exploited to the hilt. As time passes, the need for managing the brands increases as the consumers tastes and preferences are changing and the brand has to satisfy these needs and wants to sustain itself in the market.

Managing Brands over Time

One of the most important issues facing brand managers is how to revitalize the brand and keep it relevant and current. Honest and rigorous dedication is required to build strong brands.

Brand challenges
Quality aspect Changing consumer trends Introducing technologically advanced products Growing number of private labels or the retailers own labels Brands becoming generic Lack of effective and consistent communication Keeping the brand young

Reinforcing brands
Brand vision Brand marketing strategies and tactics

Consumer response to marketing activities Consumers brand attitude and brand knowledge New marketing activities

Brand awareness

Brand image

Brands reinforced in the mind of the consumer set

Brands current portfolio, strategy, awareness and image

Managing current brand portfolio

Launch new brands/ Add brands to the portfolio

Building the current brand awareness and image

Brand revitalization

Increasing brand depth and breadth to enhance current brands usage

Extending Brand

Reinforce positive brand attitude by reminding factors leading to strong brand equity

Change

negative
brand knowledge and attitude by repositioning

Create new brand associatio ns

Line extension
Increase quantity of brand consumed Increase frequency of brand consumed

Category

extension

Horizontal extension

Vertical extension
Category related Image related Unrelated

Upscale Downscale

Managing brand architecture Other Rejuvenating strategies Rationalizing brand portfolio

Brand Revitalized with a portfolio that is current and relevant for the consumers

Brand turnaround Other rejuvenating strategies

Product innovations Re-launching the brand Repositioning the brand New uses of the brand Distribution changes Multiple placements on shelves in shop floor Effective communciation

Quick Recapitulation
The importance of managing brands over a period of time Brand growth challenges brand reinforcement Sustaining a brand long term brand revitalization Brand turnaround

Questions?