Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM

Manager Marketing and Business Development – Logiwiz Ltd.

Presentation Developed as Course Material for the SLIM Diploma in Brand Management

MANAGING BRANDS OVER TIME

Understanding The Long Term Effects Of Marketing On Brand Equity

Consumer response to PAST marketing activities

Brand Knowledge

Consumer response to CURRENT marketing activities

CHANGED Brand Knowledge

Consumer response to FUTURE marketing activities

Chernatony – Mac William brand planning matrix

QB

Toyota

Nissan

QA

Ferrari

Rolls ROYCE

QC

Maruti 800

Cherry QQ

QD

Ambassador

Representational

Functionality

HIGH

HIGH LOW

LOW

Chernatony – Mac William brand planning matrix

QB

Alcatel

QA

Iphone,

QC

Bird

QD

Black berry

Representational

Functionality

HIGH

HIGH LOW

LOW

Brand Life Cycle

Financial Implication Matrix

C

Long term positive net cash flow

B

Zero net cash flow

D

Short term high positive net cash flow

A

Negative Net Cash Flow

LOW

HIGH

LOW HIGH

Brand Investment

Market Share

Maintaining Brand Consistency • Consistent marketing support the brand receives

• Brand consistency is critical to maintaining the strength and favorability of brand associations

• Brands with shrinking R&D and Marketing budgets run the risk of becoming technologically disadvantaged or even obsolete, out dated, irrelevant or even forgotten

Consistency and Change • Being consistent does not mean marketers cant do any changes

• Old brands can link its roots to the modern communication in order to leverage residual brand awareness and

Protecting Sources Of Brand Equity • Identify key components of brand awareness that contribute to

building brand equity

Fortifying Vs Leveraging • What are the activities that fortify brand equity

• What activities leverage brand equity

Fine Tuning the Supporting • Product related performance associations: innovation in product,

manufacturing, merchandising, extensions and new products.

• What type of products fit this description

• Non product related imagery association: for brands whose core associations are primarily non product related attributes and symbolic or experiential benefits, relevance in user imagery is critical. Non product related associations are easier to change

Revitalizing Brands • Packaging

• Brand Ambassadors

• New product launches

• Re positioning

From Animal soap to a family soap

Expanding Brand Awareness • Identify additional or more usage opportunities i.e. Hameedia for

new year

• Identify new and completely different ways to use the brand i.e. milk maid recipe book which results in new uses

Repositioning The Brand • Nostalgic advertising can positively influence consumers

• Intergenerational Influence

• Heritage brands are considered to be trustworthy but boring, uninteresting

Changing Brand Elements • Change names shorten it i.e. KFC, FedEX, M&S

• Packaging, logo’s characters.

• Can you guess the brand from this ad?

Entering New Markets • Is a brand revitalization option

• Target neglected segments

• Gillette entering men’s market

• ESPN entering movies market

Brand Migration Strategies

Price

High

High Low Fashion and design

Acquiring New Customer • Catch them young

• Customers leave for natural reasons and for brand related reasons

• Need more new that the number of customers that leave

• Multiple marketing communication programs

• Brand Extension & Sub Brand i.e. Jeep, Range Rover

• New Distribution Outlets i.e. Sunglasses,

New Distribution Outlets

Retiring Brands • Retire or Milk

• Reduce the product types which will reduce costs in manufacturing variants

• Might bring the brand back to profit

• If a sizable customer base is available, cut marketing efforts and milk the brand

• Retire only if the brand cant be revitalized or re-launched

• Last option

Content Extracted from “Strategic Brand Management” 3rd Edition

Authors: Kevin Lane Keller

M.G. Parameswaran

Issac Jacob

Presentation developed from SLIM Diploma In Brand Management Students

Presentation developed by Leroy J. Ebert (17th May 2014)