Managing Brands Over Time
Chapter 13
Reinforcing Brands
• Use marketing actions that consistently
convey the meaning of the brand to
consumers in terms of awareness and
image
• Fortify the brand by raising awareness
and building favorable associations sponsorships, product placements
Brand Concept Management
• Functional benefits - solve consumer
related problems
• Symbolic benefits - needs for social
approval or personal expression;
“badge brands”
• Experiential benefits - sensory pleasure,
variety
Brand Concept Management:
Functional Concept
Intro
Clorox
Bleach
Elaboration Fortification
Prob/solve
Pre-wash stain
strategy
remover
Usage
New scents
________extension (cotton to synthetics)
Vaseline prob/solve
Lotion
Jelly
Extensions
Baby wipes
Symbolic & Experiential
Concepts
Brand
Godiva
Apple
Lego
Aveda
Elaboration Fortification
symbolic
Gold box
Customizing
Controlled dist Retail stores
experiential
Accessories Furniture
Aromatherapy Make-up
Revitalizing Brands
•
•
•
•
Recapturing lost sources of equity
Returning to values of original brand
Repositioning
Expanding awareness and image
Comeback Stories
• RCA - went from obsolete TV image to
Satellite System with DirecTV; new campaign
with “Chipper” dog logo
• Hush Puppies - suede shoes image
changed with new designs, ad campaign and
Forrest Gump placement
• Adidas - After losing to Nike and Reebok,
targeted young urbans, Rappers and Kobe to
make 3 stripes cool again
Expanding the Breadth of
Brand Awareness
• Finding new uses for the brand with
TOM awareness (Cheeze Whiz recipes,
Folgers coffee singles)
• Reminding consumers to replace
products with short lifespan (Oral-B)
• Providing innovative package design
(MentaDent)
Improving Brand Image
• Repositioning with points of difference
or points of parity
• Changing brand elements (KFC)
• Entering new markets (Frosted Flakes)
• Targeting new segments (Brylcreen
Power Gel)
Adjustments to Brand Portfolio
• Migration strategies (Dockers)
• Acquire new customers (VW)
• New distribution outlets (Kmart; Internet
sales)
• Line extension or sub brands (TJs)
• IMC campaigns for each segment
(Dewars Profiles)
• Retiring obsolete brands/products
Maintaining Equity at the
Movies
• How can Disney maintain brand equity
for the film Bambi over the years?
• How does Disney expand brand equity
through film production?
• Are there any sub-brands that Disney
should consider retiring?
Managing Nivea’s Brand
Portfolio
• What is the US image of Nivea?
• How did Nivea create a POD through
associations of ‘mildness and
gentleness” to the brand as a whole? To
sub-brands?
• What role did the Blue Harmony ad
campaign play in positioning the brand?
• What should be the next step for Nivea?