030210 Brand Revitalization

8/18/2019 030210 Brand Revitalization

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Brand Revitalization


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Customer-based brand equity :

Differential effect that consumer knowledge about a brand has on the customer’s response to mktg. Activity.

anaging !rand for the "ong #un : !rand #einforcement $ #evitali%ation &trategies -'evin 'eller

Cost saving 목적 : formula change

(Not so effective in

Immediate Reaction

Change back to original formulaP&G; Inform Lever rothers of the formula change!

forcing to sto" running the com"arative ads#

rand $%uit ' e rand )ssociation of Cascaderand $%uit ' e rand )ssociation of Cascade *+irtuall ,"otless-*+irtuall ,"otless-

:( $ ) fiercely defends their !rand *quity:( $ ) fiercely defends their !rand *quity

($) : Cascade($) : Cascade "ever !rothers : &unlight"ever !rothers : &unlight

경쟁사 Levi rothers attack the .eakness

비교광고 ,un lights fights s"ots better than Cascade

#einforcing!rands

+ /o. to make consumers have the necessar sources of rand $%uit

0 Conve the meaning of the brand to consumers#

+ 1hat "roduct does the brand re"resent : .hat benefits does it su""l : 1hat needs does it satisf 2

+ /o. does the brand make those "roduct su"erior 2

, aintaining !rand Consistency,

aintaining !rand Consistency e#g # ud.eiser! Coca0cola! /ershe : remarkabl consistent in their strategies once the achieved a "re0eminent market leadershi" "osition

3arlboro : 1estern co.bo image : 4ocused mktg# Comm#

(rotecting &ources of !rand *quity

(rotecting &ources of !rand *quity

CaseCase


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/ 0ortifying vs. "everaging to build strong consumer-based brand equity/

0ortifying vs. "everaging to build strong consumer-based brand equity

5 4ortifing : mktg# )ctivities to fortif ' contribute to rand $%uit#

5 Leveraging : mktg# )ctivities to leveraging ' ca"itali6e on e7isting rand $%uit#

leveling 이 너무 많으면 source of e%uit ma become neglected' diminished

8 0ine 1 tuning the &upporting mktg. (rogram

0ine 1 tuning the &upporting mktg. (rogram

5 rand tactics should onl be changed .hen there is evidence that the9re no longer making the desired contribution

to maintaining or strengthening brand e%uit

2 (roduct-related associations 32

(roduct-related associations 3 브랜드 연상이 제품과 관련된 경우브랜드 연상이 제

품과 관련된 경우• 핵심적인 브랜드 연상이 (Core associations (roduct 나 0unctional benefit 에 주로 연관되어 있는 경우 :

제품 디자인 개선 제조 ' merchandising : Critical 하다

• 제품 개선이 필요한 경우 (roduct innovations : critical for (erformance-!ased brands 주의사항 3 not to change product too much4 ake new prpduct 5 better6 not 5different6

7iming of introduction $ Announcement 도 역시 중요 .

8 9on (roduct-related Associations38

9on (roduct-related Associations3 브랜드 연상이 제품이의 상!" #$% 연관이 &' 경우브랜드 연상이 제

품이의 상!" #$% 연관이 &' 경우 Core association 이 non-product-based attributes4 symbolic or eperiential benefits

#elevance in user $ ;sage 연() *+ ,시도 back to 5 )eneration 9et6> -' ) ./ 3 연() *+012 3 repositioning 45이 67로 89 .

CaseCase



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성공적인 브랜드 예 : /arle0


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!rand Audit!rand Audit

브랜드F g한 _h적인 i? ; Com"rehensive e7amination of the health of a brand in terms of its sources of band e%uit

from

the "ers"ective of the firm and consumer

우선적으; j9k l6 ; 1hether to Retain the ,ame Positioning or @o Create a Ne. Positioning

_!`a+ @한 m2 요인 :


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de"th . n제I ]o![ breadth n제I p. 경우 ( recall! recognition p으K brand F gA narro. 한 이!O qr한 경우

1s 9:W 인!:t u9적인 이!O qr하m p다면 Asage vg (


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: to im"rove strength! favorabilit and uni%ueness

@eritage !rand : ŒUr p. 브랜드W zV ; œr (trust.orth ?V ; €žm ! ŸO ¡ # (boring# Aninteresting

¢£ ¤¥r 제mk ˆ p. 이x 상 제' (relevant usage situations 이x¦F 적§한 user image 제¨ (contem"orar user "rofile

E다 g적인 브랜드 개r 제m (modern brand "ersonalit

#e-(ositioning : @arget 3arket F g한 ©v한 이At 경ª ›:F g한 9v한 i?+ UAB re"ositioining target mkt# 0 H« "ossible segment O _f하. /0 무MI p¡ # œ¬ ¢£으; ¢£+ vz하. /0

Š‹적으; cost0benefit —+ UA j9하®[ f #( †}¯ °±W CD 0 œ¬ Žm² 0 . &x ˆ³하´

;

ustestablish

9ew (roducts4 Ads (romo4 packaging


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/ !alancing 9ew $ ld 7arget market/ !alancing 9ew $ ld 7arget market

기존 고객 유 vs# !" 고객 #$ (@rade0offs bet.een retaining e7isting customers vs# attracting ne. customers

성%기 &'에() 기존 고객의 유* +, -요. #

)c%uiring Ne. customers; !" 고객에/ relevanc

를 0공123 43 ! !" segment

) 기존의 고객5 678 9: 성; !

?@AB *C D EFGH IJK # L8 strong "ersonalit M user image

OI EB P

A. $ultiple $ar%eting Communi!ation rograms

7ºW mÀ+ ! Ã으면B œ¬ segment FB mÀ+ vE하2면 Ä:W {|o}이~ Å;ÆÇS Žm ÈÉ인+ A® f #

F l„ P&G Hld ,"ice; ]¿! ÊgW ËÅÌ Í이브 # 이! 7º mÀ+ ! Ã으면B œ¬ Î0 ¦+ ¨¹하. Œ¹

Hld ,"ice Revitali6ation + @한 Žm ÈÉ인 ;# ÏÐ Ñ으; Îm ÒÓ적인 HÔ+ 7x하m ŒU적인 ÕÖÌ인 × .histling

sailor9O žØ

#F l„ Î0 ¦+ ¢£으; 하. ud.eiser Žm. 7ºW Žm ( lz이 ^Ù Â연하Ú ÛwW 품ÜF gA %›하. rÝ한 ¦+

@한 Žm t. ÞÄDß. / #

B. Brand '(tensions and #ub)brands

Introducing line e7tension or sub0brands; /aagen


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,ome brands are not .orth saving; brand e%uit has dried u" or damaging!;

4ading rand: Reduce the number of its "roduct t"es reducing the cost for su""ort

[ò ]^: vE* mÀW l이‰I ó 이ô면 †}¯ su""ort O 4'F e?하Ú milk co. 하. /: õö #

( Anilever W Lu7 &÷ ; =D Z Žm su""ort ž이 3', W ? O T!f #

B #etiring !randsB #etiring !rands

2 bsoleting *isting (roducts2 bsoleting *isting (roducts

브랜드의 strength! &' QR ! 경쟁 QRB 고J4S obsolete T 브랜드를 UV #



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!rand

#einforcement

&trategies

!rand Awareness !rand


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!rand

#evitali%ation

&trategies

Refresh Hld ,ources of rand $%uit

Create Ne. ,ources of rand $%uit

$7"and


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!rand &trategies over 7ime - David Aaker4 !uilding &trong !rands>,8

hy change identities4 positions4 or eecutionsEhy change identities4 positions4 or eecutionsE

#ationale ,: 7he


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hy consistency> if Done well is !etterEhy consistency> if Done well is !etterE

Consistency or ChangeE

Consistency 'k

가간'기 존l한 브랜드의 IP$(identit'"ositioning' e7ecution 가 가= m드& \]T 필요 E) 2Not necessaril# 가간n랜 기 op Consistenc 를 q rand r의 예 :

Ivor ,oa"("urit! 3arlboro ( Co.bo! masculine! out0door!!

3atag( functional benefit of de"endabilit! and emotional benefit of relief from .orr

lack +elvet Canadian 1hiske ( soft and smooth! lack +elvet Lad

3s rand 의 I#P$ 가 \]12 한9t u 목v) j9 w5적인 identit xyB [한 l적인 (enduring "ositioning B z성4)

,trong rand 가간의 |}b n랜 기 op A_적FH 유~ identit! "osition! visual imager! theme or slogan#

Ownership of Position

Ownership of Identity Symbol

Cost Eciencies

?],8


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Consistency ver 7ime: hy is it @ardEConsistency ver 7ime: hy is it @ardE

브랜드의 IP$ 에 EI( Consistenc 가 ˆ‰Š.에‹ Œ4고 IP$ 의 \]를 &‹4) Žb 경g ! 가Œ

한 QR=기 P=기j9) 브랜드 _‘Y의 bias 에 의한 ’V= Ž9 #

(ressure to Change


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indset of anagers

roblem #olver A!tion *rientation 가강브랜드의 k에 _계 “= 경쟁QR의 \] ! ”y의 W W &' –경의 \]에 대—4기 위1 _‘Y) I˜

action 가각B ™123 한9고 š 4고 brand e%uit 를 z성4) driver 가를 \]&›) 경g Ž9 #

+ig, Aspirationrand "erformance 를 œU4고Y 4) }에( \]를 &‹4/ ž #

*wned by rede!essor Identity '(e!ution 가브랜드 _‘Y \한 경g ( 가L8 브랜드의 Ÿ사 BD¡ ¢H i£한 _‘Y) brand identit 에 대한 ¤¥=M

involvement 가 ¦고 §* ‘’E ³´µ- /°] ±²* 경가 Ž ¦h # +?한시장 ¶사6 ·해 소비자$i ¸ 인¹- º—


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7he (anic Attack

] 요9) Z

가 가같&'에( \] 필요한 { 고 ! 가감 가각L8 ”y= X4/ Ot 브랜드 ”ƒ©rb ªR4S « 적인 \]를 ¬ 4고Y 43 0H n®op ¯° brand identit 가를 \]&›) {에 대1() ±고 필요. #

iller "ite Caseiller "ite Case

"ight !eer arket Creation

3iller : Created Light eer Categor Positioning as a beer .ith great tasting and less filling ( Not as a diet drink

/eav eer 의 target audience ) 3iller Lite @ [\ ]5 ^_&` ab beer0drinker @ ac_고 !QRS 광고 EFG에 de /f(지 g\ #



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hat caused decline of iller "iteE

rand $%uit hi에S의 uestions;

0 9:;의 oung target & j한 광고@ 성k적이_Vi l은 광고 dm& @nopq ()@ 20 T?+ rs t고uv 3iller Lite 의 identit w Hx y이 성2한 z정이_)@ 2 { rand $%uit w Hx z|w }~u)@ 20 ?•의 고€들 ( 은 3iller Lite 의 ‚한 target market( =은 > km 에 -ƒ „…(†Z ‡지p) ˆ‰Š& ‹Œ) z|w }~

u)@ 2 =은 >에 xV) ‹Ž& _)@ 20 3iller ) ?•의 광고w 지(고 m's ŠMw ‘’(“ ”a들pq ()@ 20 ABC e%uit w –—(고자 한 ˜™이 š›œ 3, 에 žŸ& 미)@ 20 rand Identit w ‚5¡) y 이¢에 V£ dm적 -s이 •¤u)@ 20 ?•의 rand $ssence w ‚5¡지 gLiS¥ =은 >& t¦§ – K) ¨s이 K_)@ 2 ( $ssences: 3aleness! acce"tance! 4un setting

rand 의 Core Identit M $7ecution B ;Q&›) {b ”g IJ² 50=³ ! rand Identit 가의 \] 요~9t ´ Qµ의 rand Identit 를 대¶123 4) =유M ·e에 대

가한 •4고 ¸¹한 ºe 필요49 #




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7he &earch for the 0ountain of =outh7he &earch for the 0ountain of =outh

–—의 rand Identit $s e $lements 6 ÄÅ –%,인 -./로 dT: 변화


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roviding "in%s to t,e +eritage Identity

가간n랜 기 op z성~ brand identit 를 dramatic 4/ \]&q9t heritage identit ) k» s]OeM

가감¼;½= X4/ ž #

I¾/ 4theritage identit

가강 가가를 ]4t( \]를 유‹4) _¿#



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#evitali%ing the !rand - David Aaker4 anaging !rand *quity>,,

!rand

#evitali%ation

=# Increasing Asage

B# 4inding Ne.

Asage?# $ntering Ne.

3arkets

8# Re"ositioning

the rand

D# )ugmenting the Product ,ervice

Q# Hbsoleting

$7isting Products

J# $7tending

the rand

#evitali%ation ptions#evitali%ation ptions

#evitali%ation :#evitali%ation :

,tagnated rand $%uit 에 À½ O Generate )dded ,ales O 'n,an!ed '-uity

5 'n,an!ed '-uity : im"roved recognition! enhanced "erceived %ualit! changed associations!

e7"anded customer base! increased loalt


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*ntering 9ew arkets

5 +an(Ase of Commercial ,,


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Augmenting the (roduct? &ervice

Customer Involvement

8É ÊË]b의 ³ð- stagnating' declining! 8É‚ commodit w럼 됨 ! 수Áu #Ÿ ‘’E 자ç‚ 경쟁사 8Éf ØŠ화}/ ¾] ! 소비자‚ 가격 „…P가 ™Ø #해짐 # 소비자의 1@P 가 ™Ø 낮아져 |·, ' 1뢰I _* ‘’E$ %한 y)-a yb.엄2 /ô기가

VW워짐 # 경쟁Å황- '화}Z 가격 인


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#evitali%ation#evitali%ation 대p

대p - ilking- ilking

5 3ilking §* ÷ ‘’E$ %한

su""ort

D milking strateg 가 IÃ,으로 &bc 수 _* 경

5 3ilking 의 ‡™ ' 56Å의 VW # 0 해È 기업$ %한 ]7의 q1 ! .H의 Ó기 …소 ! 경쟁사의 Ã˜ !Å=> /격한 ³ð의…소6 “기g 수 _h #

0 8È ³´µ의 Ó기부k의 문8 ! milking |문가 §* 경9_* ‘’E ³´µ가 T의 9h #0 milking strateg 6 ¯+


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#evitali%ation#evitali%ation

대p

대p - Divestment or "iquidation- Divestment or "iquidation

5 시 BQ )인2 E`Ÿ으: -. %†- !V 시장™mF2 GH #5 3ilk vs# $7it2 ; UÎ & ’V 요인

= rand ,trength

B 3arket


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3arket Pros"ects Com"etitive Intensit rand ,trength & Hrgani6ational Ca"abilities

=# Is the rate of decline orderl and

"redictable2

B# )re there "ockets of enduring demand2

?# 1hat are the reasons for the decline E

is it tem"orar2 3ight it be reversed2

8# )re there dominant com"etitors .ith

uni%ue skills or assets2

D# )re there man com"etitors un.illing to

e7it or contact gracefull2

Q# )re customers brand0loal2 Is there

"roduct differentiation2

J# )re there "rice "ressure2

# Is the brand strong2


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!rand #evitali%ation 1 'eller vs. Aaker =>

$7"anding rand ).areness

Im"roving rand Image

alancing Ne. &

Hld @arget 3arket

Retiring rands

Hbsoleting $7isting

Products

Increasing Asage

4inding Ne. Asage

$ntering Ne. 3arkets

Re"ositioning the rand

)ugmenting the

Product ,ervice

Hbsoleting $7isting

Products

$7tending the rand

5 Identifing )dditional & Ne. Asage5 Identifing Ne. & Com"letel


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!rand "ife Cycle

Gro. E 3ature E

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030210 Brand Revitalization