CHAPTER:13

MANAGING BRANDS OVER

TIME

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Learning Objectives
Understand the important considerations in brand
reinforcement
Describe the range of brand revitalization options
to a company
Outline the various strategies to improve brand
awareness and brand image
Define the key steps in managing a brand crisis

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Figure 13.1 - Understanding the Long-Term
Effects of Marketing Actions on Brand Equity

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Reinforcing Brands

Maintaining Brand Consistency

Protecting Sources of Brand

Equity

Fortifying versus Leveraging

Fine-Tuning the Supporting

Marketing Program

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Maintaining Brand Consistency

Market
Leaders
and
Failures

Consistency
and
Change

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Protecting Sources of Brand Equity
Unless some the company makes the strategic
positioning of the brand less powerful, there is:
Little need to deviate from a successful positioning
Brands should always look for potentially powerful
new sources of brand equity
Top priority is to preserve and defend those that
already exist
Key sources of brand equity are of enduring value

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Fortifying versus Leveraging
Marketers can design marketing programs that
mainly try to capitalize on or maximize brand
awareness and image
Without its sources of brand equity, the brand itself
may not continue to yield valuable benefits

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Fine-Tuning the Supporting Marketing Program

Product-related performance associations

Non-product-related imagery associations

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

To Sum Up
Reinforcing brand equity requires consistency in the
amount and nature of the supporting marketing
program for the brand
Product innovation and relevance are paramount in
maintaining continuity and expanding the meaning
of the brand

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Revitalizing Brands

Expanding
Brand
Awareness

Improving
Brand
Image

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Expanding Brand Awareness

Identifying Additional or New

Usage Opportunities

Identifying New and Completely

Different Ways to Use the Brand

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Improving Brand Image

Identifying the Target

Market

Repositioning the Brand

Changing Brand
Elements

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Adjustments to the Brand Portfolio

Migration Acquiring
Strategies New
Customers

Retiring
Brands

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Figure 13.3 - Brand Reinforcement Strategies

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Figure 13.4 - Brand Revitalization Strategies

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

To Sum Up
Effective brand management requires taking a
long-term view
Dictatesproactive strategies designed to maintain and
enhance customer-based brand equity over time
Marketers reinforce brand equity by actions that
consistently convey the meaning of the brand
Most important consideration in reinforcing brands
is consistency in the nature and amount of marketing
support

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

To Sum Up..
The strategy for reinforcing brand meaning
depends on the nature of the brand association
In managing brand equity, managers have to make
trade-offs between those marketing activities that:
Fortifythe brand and reinforce its meaning,
Attempt to leverage or borrow from its existing brand
equity to reap some financial benefit
Revitalizing a brand requires marketers to either
recapture lost sources of brand equity or establish
new ones
Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.