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brand reinforcement
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brand reinforcement
brand reinforcement and revitalisation examples...
Author:
Jai Kumar
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Brand
offers differentiation
Brand
is an enduring asset, needs to be carefully managed
Brand
leaders have stood the test of time
Tata Nano Pre-Orders reach 51k in four days REPORT: Tata Motors has 5,00,000 application
Brandequityreinforcedbymarketingactions •
WHAT:Products,corebenefitsandneeds
•
HOW:Superiorproducts,strongandfavourablebrand associations
FAILEDTOCAPITALISE Reinforcingbrandequityrequiresinnovationand relevancethroughoutthemarketingprogram. Someofthebrandswhichdidnotmoveforward: •
Pears
•
Kodak
•
Oldsmobile
•
Kmart
DOWNSLIDEOF“PEARS”
Oneofthelongest-runningbrandsinmarketinghistory
IntensiveadvertisingbyThomasJBarratt(fatherof modernadvertising)
Anideathatwaseffectiveagenerationagowouldfallflat,
stale,andunprofitableifpresentedtothepublictoday
Inpursuitofouridealofcleanliness,thesoapbarhas beendeemedunhygienic
Pearssharefell – 3percent.Unileverdiscontinuedpears anddovebecameflagshipproduct
BRANDREVITALISATION •
Changesaffectfortunesofbrands
•
Impressivecomebackshavebeenmade
HARLEYDAVIDSON
Twiceescapedbankruptcy
Salesdepressedbyproductqualityproblems
Licenseditsnamesforilladvicedventures (cigrates,winecoolers)
Todaymarketleaders
So what made Harley come back?????
•
Strongbrandcommunity(HOG)
•
Cost
• • • • •
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