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Brand Management Over Time (Reinforcement- consistently convey brand…
Brand Management Over Time
Reinforcement- consistently convey brand meaning
Marketing support consistency (nature, amount)
Change, consistency- make tactical shifts to maintain strategic direction/positioning e.g. change price, ads, brand extensions
Goal- create desired knowledge structure
Retain positioning- preserve brand meaning, key elements
Protect (enduring) equity sources- even when expanding brand meaning
Fortify vs. leverage (existing equity to benefit financially)- excessive leveraging diminishes brand equity, performance
Brand meaning continuity- fine-tune marketing programme/change tactics only when ineffective equity contribution
Product-related performance (functional benefits)- focus on innovation (product design, manufacturing, merchandising) e.g. brand extension, product advances, sub-brands
Product introduction announcement timing- too early, custs stop buying existing product; too late, competitors exploit market opportunity
Non-product related imagery associations (symbolic/experiential benefits)- focus on user, usage imagery relevance
Frequent/bad repositionings- blur brand image; confuses cust
Revitalisation- refresh,create new equity sources
Expand awareness (breadth, depth)- improve recall, recognition during purchase, consumption
Increase usage (quantity, frequency)- communicate merits of increased usage
New uses- run campaigns, new packaging
New usage situations
Cust usage perception different from reality (esp. for short life span products)
Tie product replacement to a significant time e.g. holiday
Provide info abt current performance level/when to replace product/when it is first used
Change product design, packaging- more convenient, easier to use e.g. squeeze vs pump bottle shampoo
Reminder ads- improve top-of-mind awareness
Better image- thru marketing programme
Identify target market; strategic targeting options
Cust
(Attract) new- use cost-benefit analysis to change marketing programme
(Retain) vulnerable- remind cust of forgotten brand virtues
(Recapture) lost
Neglected segments
Change
Brand elements- signals new brand meaning
Preserve most salient brand elements- keep changes moderate, evolutionary
Positioning- more compelling POPs, PODs
Goal- associations (CB Nigga)
Create new
Bolster fading
Neutralise negative
Adjust brand portfolio
Acquire new cust, esp. younger age group- inclusive marketing strategies to make brand relevant to different gens, new + old cust
Retire brand (not worth saving)- equity sources gone
Reduce cost- reduce product types (size/variation)
Eliminate marketing support (e.g. orphan brands)- cust base too small to warrant ads
Discontinue products with inadequate brand equity level
Migration strategies- logical brand structure helps cust in transitioning within brands in brand portfolio e.g. how to switch according to changing needs
Long-Term Marketing Effects- current marketing activity > affects brand knowledge > affects responses to future marketing activity