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

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Maintaining Brand
Consistency

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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

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Fine-Tuning the Supporting Marketing
Program
Product-related performance
associations
Non-product-related imagery
associations

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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

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Expanding Brand
Awareness

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Improving Brand Image

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Adjustments to the Brand
Portfolio

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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
Dictates proactive 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:
Fortify the 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.