This document discusses managing brands over time and the long term effects of marketing on brand equity. It covers how consumer response changes based on past, current, and future marketing activities. It also discusses brand planning matrices, brand life cycles, maintaining brand consistency while allowing for some change, protecting and leveraging sources of brand equity, and strategies for revitalizing brands such as packaging changes, brand ambassadors, repositioning, entering new markets, acquiring new customers, and retiring brands. The key is identifying the right balance between fortifying and leveraging existing brand equity over the long term.
Managing Brands Over Time Through Consistency, Change, and Revitalization
1. 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
2. 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
3. Chernatony – Mac William brand
planning matrix
QB
Toyota
Nissan
QA
Ferrari
Rolls ROYCE
QC
Maruti 800
Cherry QQ
QD
Ambassador
Representational
Functionality
HIGH
HIGHLOW
LOW
4. Chernatony – Mac William brand
planning matrix
QB
Alcatel
QA
Iphone,
QC
Bird
QD
Black berry
Representational
Functionality
HIGH
HIGHLOW
LOW
6. 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
7. 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
8. 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
9.
10. Protecting Sources Of Brand Equity
• Identify key components of brand awareness that contribute to
building brand equity
11. Fortifying Vs Leveraging
• What are the activities that fortify brand equity
• What activities leverage brand equity
12. 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
15. 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
16. Repositioning The Brand
• Nostalgic advertising can positively influence consumers
• Intergenerational Influence
• Heritage brands are considered to be trustworthy but boring,
uninteresting
17. 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?
18. Entering New Markets
• Is a brand revitalization option
• Target neglected segments
• Gillette entering men’s market
• ESPN entering movies market
20. 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,
22. 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
23. 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)