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brand reinforcement and revitalisation examples
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BRAND REINFORCEMENT Brand offers differentiation
Brand is an enduring asset, needs to be carefully managed
Brand leaders have stood the test of time
Tata Nano Pre-Orders reach 51k in four days
REPORT: Tata Motors has 5,00,000 application
Brand equity reinforced by marketing actions• WHAT: Products, core benefits and needs• HOW : Superior products, strong and favourable
brand associations
“MILD, GENTLE AND CARING”
FAILED TO CAPITALISE Reinforcing brand equity requires innovation and
relevance throughout the marketing program.
Some of the brands which did not move forward:• Pears• Kodak• Oldsmobile• Kmart
DOWNSLIDE OF “PEARS” One of the longest-running brands in marketing
history Intensive advertising by Thomas J Barratt (father of
modern advertising) An idea that was effective a generation ago would
fall flat, stale,and unprofitable if presented to the public today
In pursuit of our ideal of cleanliness, the soap bar has been deemed unhygienic
Pears share fell – 3 percent. Unilever discontinued pears and dove became flagship product
BRAND REVITALISATION• Changes affect fortunes of brands• Impressive comebacks have been
made
HARLEY DAVIDSON Twice escaped bankruptcy Sales depressed by product quality
problems Licensed its names for ill adviced ventures
(cigrates, wine coolers) Today market leaders
• Strong brand community (HOG)• Cost• Customisation (CVO)• After Sales Support• Range • Core value: Retro look, Classic V twin engine sound• Harley promotion, especially in movies
So what made Harley come back?????
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