Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them
Brand Revitalization
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Transcript of Brand Revitalization
BRAND REVITALIZATION
DEFINITION
• A strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity. This may include product modification or brand repositioning.
• Revitalization efforts could move in two directions.The brand may be adjusted or modified to appeal in the market
Brand’s market may be adjusted
BRAND REVITALIZATION TOOLS/MEASURES
• Increasing usage.
• New markets.
• Image change.
• Brand enhancement,
INCREASING USAGE
• More convenient to use.---MAGGI,MTR,KELLOGS etc.
• Reduce doubts associated.-----VATIKA,SET WET,LOREAL etc.
• Provide incentives.---BRITISH AIRWAYS,ICICI PLATINUM CARD
• New uses.------JET MOSQUITO MAT.
NEW MARKETS.
• Reach to new markets not targeted so far----Asian countries(Mc DONALD’S),rural areas(HUL)
• NEW SEGMENTS------cover unattached segments(shampoo pouches, solar lights)
IMAGE CHANGE.
• Add new associations when existing one becomes obsolete------SPLENDOR pro
• Commoditization.--------XEROX does not mean photocopying, it’s a brand.
BRAND ENHANCEMENT
• Add new valued differentiators------availability(HUL),
• Value disciplines----innovation(SONY),intimacy(MARRIOTT)
THANK YOU…