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BRANDREVIVAL

BySrijan saxena

  Aditi verma  Vineeth vijayan

Students of Shaheed Sukhdev Collee of !usinessstudiesDelhi "niversity

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BBS #st $EARSS

 TABLE OF CONTENTS

INTRODUCTION...........................................................................................................3BRANDS THAT NEED REVIVAL................................................................................5- Heritage Brands

- Orphan Brands

- Ghost Brands

 THE PROCESS..............................................................................................................6Identify %otential %rodu&ts 

- Create &om%ellin &reative messaes that strike a &hord'ith taret &onsumers - Di(erentiate your %rodu&t from the &om%etition- Advertise) Advertise) and Advertise* +aintain a heavyinvestment in advertisin

SO!E STRATEGIES FOR BRAND REVIVAL..........................................................7ne" e#ono$i# %a&'e (or the #'sto$er

- tra#e the ai&$ents

- Repositioning strateg)I

- Fo&&o"ing the r'&es * doing the +asi#s right

- Ha%ing ne" app&i#ations

- Finding Ne" seg$ents

-

Geographi#a& seg$entation- C&e%er positioning

- Ne" strategies +eing (o&&o"ed

CHALLENGES ,HILE REVIVING A BRAND........................................................10- Understanding the $ar-et- Gathering inte&&igen#e- Understanding "hat )o' are se&&ing+anain the desin %ro&ess

CASES OF BRAND REVIVAL..................................................................................12 I A%%le Com%uter In&................................................................................12

,arley-Davidson) "SA...........................................................................13

Ele&trolux......................................................................................................13 Cadilla&...........................................................................................................14

.valtine.........................................................................................................15

CORRELATION BET,EEN REPOSITIONING AND REVIVAL..........................17BRAND REVIVAL. AN E!ERGING BUSINESS....................................................19

/ The Hi$$e& Gro'p.......................................................................................19

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0 Lorna$ead.........................................................................................................191 Ri%er ,est Brands...........................................................................................20

APPENDI2....................................................................................................................22 Prod'#t Li(e C)#&e*.......................................................................................22

3 P4s o( !ar-eting........................................................................................23

 The Rea& Reason Brand Re%i%a& ,or-s.................................................25

55 +) Pa'& Ear&e......................................................................................................25REFRENCES.................................................................................................................27

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INTRODUCTION

Con%entiona& $ar-eting "isdo$ sa)s that (or e%er) /66 +rands that are

+orn 'pto 76 #o'&d perish In (a#t the &i(e e8pe#tan#) o( $an) +rands in#o'ntries &i-e 9apan is an a%erage /: $onths

 The stronger +rands; the ones that +e#o$e heritage +rands ando##asiona&&) +e#o$e &arger than the #o$panies that ga%e +irth to the$;the) &ast &onger so$eti$es &onger than the #o$pan) itse&(

Ho"e%er o&d age #an ta-e a to&& on +rands At ti$es see$ing&) in%in#i+&e+rands age too o(ten and too soon Da&da %anaspati; ,eston te&e%isions; That4s "erethe +'siness o( +rand re%i%a& #o$es in Toda) it is the +'?? "ord a$ongthe #orporations "ho are s#ra$+&ing in #arr)ing o't those o&d (ashioned)et sti&& e@e#ti%e #ost re%en'e ana&)sis in seeing i( the) #an +ring +a#-the o&d To get the heritage +rands +a#- to the $ar-et

 The reason (or this is not too di#'&t to see Si$p&) +e#a'se +'sinesses

are rea&i?ing that +rands ha%e a tre$endo's asset %a&'e or resa&e %a&'eA&so #o$panies in a passi%e tho'ght are a&so re%ita&i?ing +rands so thatthe) #an rea&i?e $ore %a&'e (ro$ these +e(ore getting rid o( theseAndtoda) i( #o$panies "ant to se&& o@ +rands that $a-e no strategi# sense(or the$; there isn4t a shortage o( +')ers (or de('n#t +rands either

So$eti$es; ho"e%er; e%en i( +rands get a se#ond #han#e to pro%e the$at the a&tar o( #ons'$eris$ it "i&& not +e a #a-e"a&- That4s +e#a'se are+orn +rand has a $'#h di#'&t tas- at hand than a ne" +rand55 ne"+rands ta-e o@ (ro$ gro'nd ?ero +'t in the #ase o( a dead +rand the;#o$pan) re&a'n#hing it has to rst #&ean 'p the negati%e +aggage

asso#iated "ith the +rand4s ear&ier (ai&'re +e(ore it &ands on the sa$e&e%e& as the ne" +rand At the #on#ept'a& &e%e&; it is an 'phi&& tas-Eg 55 ,hen Da&da "as introd'#ed it s'##ess('&&) entered $ost#'sto$er ho$es as Indian ho'seho&ds "ere &oo-ing (or a #heapera&ternati%e (or ghee Ho"e%er; Da&da #a$e "ith 0 negati%e &a+e&s st'#-to its ne#-55 it "as a cheaper alternative and it "as not the real thing

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 As #'sto$ers started pre(erring hea&thier a&ternati%es &i-e #oo-ing oi&s;Da&da &ost pop'&arit) No" e%en tho'gh Da&da is on its #o$e+a#- trai& inIndian $ar-ets; not $an) #ons'&tants are i$pressed

In short; the) do "hat La-sh$i !itta& did in the stee& ind'str); "hi#h isto sa) he pi#-s 'p the si#- stee& p&ants and has t'rned the$ aro'nd

Genera&&) a re%i%ing o( +rand is $ade "henIt is apparent to the $ar-eter that the +rand in 'estion is &osingshare +e#a'se its ph)si#a& 'a&ities need a #hange It is a&so possi+&e that; in #o$parison to #o$petition; the +rand is&oo-ing tired and o&d5(ashioned; so that this #o'&d +e a reason tostrengthen the +rand #o$$'ni#ationIn addition to $a-ing #hanges to the prod'#t; there are $an)instan#es o( +rands o( prod'#ts +eing re5&a'n#hed in the $ar-et

 The -e) (a#tors that $ar-eters re%ie" in order to de#ide "hether a+rand needs a re%i%a& are a de#&ine in its $ar-et share and the+rands strength sho"ing a de#&ineVer) o(ten; an e8pensi%e re%i%e (ai&s to +e s'##ess('& +e#a'se it"as done in a h'rr) or the $anage$ent a#t'a&&) did not ta-e intoa##o'nt $ar-et resear#h e%iden#e that the $ar-eting $i8 "as not('&&) satis(a#tor)it #o'&d +e the re%i%e o( an e8isting +rand in order to $a-e the#ons'$er &oo- at the prod'#t in a di@erent &ight

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BRANDS THAT NEED REVIVAL

- Heritage Brands

 These are the +rands that "ere the rst ones to #o$e in the$ar-ets The) #o'&d +e re(erred to as the pioneers o( the $ar-ets These prod'#ts are genera&&) in the &ast stage or so$eti$es in these#ond &ast stage o( their %rodu&t life &y&le Ho"e%er; ='st as SirHe#tor Laing; Chie( E8e#'ti%e O#er; United Bis#'its pre$ar-ed; B'i&dings age and +e#o$e di&apidated !a#hines "earo't Peop&e die B't "hat &i%e on are the +rands these +rands too&i%ed on Ho"e%er; their i$age a$ong #'sto$ers #hanges (ro$that o( a +rand to a spe#ia& +rand Eg 5 Hind'stan !otors4 #arA$+assador It has +e#o$e a heritage #ar "ith the $e$ories o( its)ester)ears

- Orphan Brands

Orphan +rands are the neg&e#ted ones These are the +rands thatdespite their high re#ognition (a#tors $a) s'@er (ro$ poor $ar-etpositioning; a &a#-&'ster +'siness en%iron$ent; or ='st p&ainneg&e#t (ro$ the parentOrphan +rands a&so in#&'de those +rands that a(ter +eingneg&e#ted; ha%e a&so +een diso"ned (ro$ their parent$an'(a#t'rers A $a=or e8a$p&e that #o'&d +e #ited in this regardis that o( the oint$ent B'rno& B'rno& "as origina&&) a +rand o( Boots Co$pan) p It "as +o'ght o%er +)

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 The #o$panies; "hi#h o"n these +rands; ha%e (o'r options./K Re%i%e the$;0K !i&- the$;1K Se&& the$; or

3K

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 THE PROCESS

Identify %otential %rodu&ts

It is I$portant to identi() and se&e#t the right +rand to re%i%e and#hoosing the right as not a&& +rands #an +e re%i%ed,hi&e re%i%ing a +rand $an) di@erent #onsiderations ha%e to +eta-en into the $ind &i-e the $ar-et in "hi#h the +rand is to +ere%i%ed; the targeted $ar-et; and the ad%ertising strategies Th'sin the +rand re%i%a& pro#ess the rst step is +) (ar the $osti$portant step as a&& other steps are dire#t&) dependent on thee#ien#) o( the rst step

- Listen to your &onsumers

 The) are the +est so'r#e (or in(or$ation a+o't prod'#ts and

needs The Hi$$e& Gro'p has e@e#ti%e&) 'ti&i?ed the (o&&o"ing#ons'$er resear#h too&s to gather #riti#a& in(or$ation. /K Brand

Resear#h Cards BRCK 'estionnaires and on5&ine s'r%e)s 'sed to

#o&&e#t #ons'$er (eed+a#- on e%er) prod'#t; 0K Con#ept test

resear#h; 1K Fo#'s gro'ps; 3K Prod'#t 'se resear#h; K To&& (ree

#ons'$er hot&ine and #ons'$er $ai& and e$ai&s !anage$ent

read a&& #ons'$er #orresponden#e

- Create &om%ellin &reative messaes that strike a &hord

'ith taret &onsumers

Fo#'s attention on #ons'$er needs and "ants "ith sing&e5$inded;+e&ie%a+&e $essages Create an ad%ertising Jhoo-J in the #ase o( 

$edi#ines; a proprietar) na$e (or a $edi#a& #ondition; and then

#reate the so&'tion thro'gh the Hi$$e& +randK and ha%e strong

+rand registration Contro& the #reati%e pro#ess and #ost +)

'ti&i?ing In5ho'se #reati%e de%e&op$ent and prod'#tion reso'r#es

and #ontra#t o't $an'(a#t'ring o( prod'#ts and 'ti&i?e o'tside

#ons'&tants (or resear#h and de%e&op$ent; $edi#a& e8pert ad%i#e;

et#; to -eep 8ed #osts &o"

- Di(erentiate your %rodu&t from the &om%etitionDis#o%er and e8p&oit the 'ni'e se&&ing proposition USPK o( the+rand !oti%ate #ons'$ers to #hoose the Hi$$e& +rand o%er the#o$petition +) pro$oting +rands 0 "ee-s a )ear Create ane$otiona& #onne#tion "ith #ons'$ers and treat +rands &i-e#hi&dren M the) $'st +e Jn'rt'redJ

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- Advertise) Advertise) and Advertise* +aintain a heavyinvestment in advertisin There is a dire#t #orre&ation +et"een in%est$ent in ad%ertising and

#ons'$er a"areness; +rand &o)a&t); $ar-et share; a+i&it) to resistpri#e #o$petition; and &e%erage "ith the retai&er !aintained the(re'en#) o( ad%ertising M ad%ertising (re'en#) #reatesa"areness and a"areness #reates sa&es +) de&i%er ad%ertising$essages on te&e%ision; radio; et#Contro& #ost and $aintainede#ien#) +) 'ti&i?e in5ho'se $edia +')ing ser%i#e

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SO!E STRATEGIES FOR BRAND REVIVAL

 To $a-e a +rand #o$e+a#-; s'##ess('&; the rst thing is to #reatea ne" e#ono$i# %a&'e (or the #'sto$er; identi() a&ternatedistri+'tion #hanne&s For instan#e; +rands #an go on&ine; get intone" organi?ed retai& (or$at and so on Toda); #hanne&s are $ar-et$a-ers One $'st nd a&ternati%e "a)s o( doing the 3Ps o( $ar-eting "hi#h $a) e%en re'ire a $odi#ation o( pa#-aging in#ertain #ases

-  The #o$panies need to tra#e the ai&$ents that &ed to the +rand

+e#o$ing de('n#t Brands +e#o$e de('n#t (or $an) reasonsSo$eti$es not eno'gh e@ort is p't +ehind the$ "hen the) "ererst &a'n#hed Other"ise the) #o'&d ha%e +een ahead o( ti$e ornot as re&e%ant as it "as #on#ei%ed (or For eg5 I( a prod'#t &i-e a(a+ri# so(tener "as re&a'n#hed at present; it #o'&d nd $oreta-ers than the #o$e+a#- o( a nee& the +&'e (a+ri# a(ter "ashK

- Repositioning strateg)

So$eti$es g&o+a& prod'#t port(o&io rationa&i?ation #o'&d a@e#t&o#a& +rands A #ase in point is

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- Ha%ing ne" app&i#ations

 Brands #an a&so +e re%i%ed +) the $ar-eters +) de%e&oping orin%enting so$e ne" and inno%ati%e 'ses o( their prod'#t This"or-ed "onders (or the US +ased Ar$ * Ha$$er; a +a-ing soda

#o$pan) For )ears the #o$pan) st'#- to its #ore +'siness +a-ingsoda and $ar-eting it as it is +'t then #'sto$ers (re'ent&)+a-ed at ho$e As &i(est)&es +e#a$e he#ti#; +a-ing +e#a$e aho++) and sa&es s'@ered The #o$pan) too- its #ore prod'#t+a-ing soda and p't it into ne" app&i#ations At present it$ar-eted it as it #o'&d not on&) +e 'sed (or +a-ing +'t it is a&so atreat #&eanser and odo'r -i&&er and #an -i&& odo'r in re(rigeratorsA&& this e8er#ise he&ped the +rand to re$ain #onte$porar)

- Finding Ne" seg$ents

So$eti$es ='st nding a ne" seg$ent o( 'sers (or the sa$e

+rand #an he&p in a s'##ess('& re%i%a& o( the +rand For instan#e;the &argest 'sers o( are a#t'a&&) ad'&ts as opposed to #hi&dren That4s +e#a'se #'sto$ers "ho gre" 'p "ith %ideo ga$es are#ontin'ing to p&a) and their tri+e is in#reasing In anotherinstan#e; #o$panies in US ha%e re%ita&ised the orange ='i#eind'str) (ro$ +eing on&) on the +rea-(ast ta+&e to a ='i#e (or a&&o##assions It4s a&so +eing to'ted as a hea&th) a&ternati%e sin#e ithas %ita$in C ,ith +'&- o( pop'&ation in US +eing e&ders has+roadened the prod'#t s#ope and has he&ped it $a-e a #o$e+a#-

- Geographi#a& seg$entation

E%en "itho't ne" app&i#ations or ne" #'sto$er seg$ents; ad"ind&ing +rand in one #o'ntr) #an nd so&a#e in anotherCo$panies are in#reasing&) p'tting their +rands into a ne"#o'ntr) or geograph) "here the) ne%er e8isted As there is noprior i$age o( the +rand in the ne" geograph); the #o$pan) #an$ar-et the +rand in a "a) so as to #reate the i$age the) "ant#'sto$ers to re$e$+er the +rand as Re&e%ant e8a$p&e in this#ase #o'&d +e that o( Genera& !otors; "ho $anaged to $a-e itspassenger #ar B'i#- a hit in China "hen the sa&es o( the +rand"ere not good in the US

-C&e%er positioning

C&e%er positioning and pro$otions #an +e de#iding (a#tors in +rand#o$e+a#-s A #reati%e approa#h to #o$$'ni#ations #an re%ita&i?ethe +rand Eg 55 Che"ing g'$ +rand Chi#&ets Pre%io's&) a pa#-o( Chi#&ets had eight pie#es in a +o8 Nat'ra&&) the 'nit pri#e "as

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high B't pri#e "as not the pro+&e$ (or the +rand No #ons'$er"o'&d eat eight g'$s at a go and "hen #ons'$ers p't the restinto their po#-ets; Chi#&ets "o'&d $e&t i( the #&i$ati# #onditions"ere 'n(a%ora+&e The re#o$$endation "as that i( Chi#&ets had

on&) 0 pie#es in a pa#-et it "o'&d a&so +ring the 'nit pri#e do"nA(ter i$p&e$enting these #hanges; the #o$pan) #a$e "ith a t"oo( )o'4 #a$paign targeted at )o'ng #o'p&es The Chi#&ets #asehad a&& the $'st ha%es (or the +rand re%ita&i?ation. a ne"e#ono$i# %a&'e; ne" pa#-aging and a ne" pro$ise

- Ne" strategies +eing (o&&o"ed

So$e r$s o@er an o'tso'r#ing ser%i#e to parent r$s (or the$ar-eting and $anage$ent o( o&d +rands The parent retains asta-e in the +'siness; so it shares in the prot "hen the +rands

are re%i%ed

Saat#hin%est; (or e8a$p&e; ho&ds a / $a=orit) sta-e in

Co$p&an g&o+a&&); +'t Hein? has retained a 13 share

Chartered+rands started o't "ith a ('&& a#'isition strateg) (or

orphan +rands; +'t no" ta-es on&) $inorit) sta-es in the$ The); in their "ords; ta-e ris-s; in=e#t #ash; $anage thepro#ess and share the +enets "ith the o"ners4

O'tso'r#ing $ar-eting #an $a-e sense (or +oth parties /irst; thes$a&& r$ does not need to "orr) a+o't the se&&er re(o#'sing on a

#ategor) Se&ond; the $'&tinationa& does not sire a ne"#o$petitor

In n'tshe&&; #ons'$ers "i&& +') a +rand on&) i( the) nd %a&'e andtr'st "hi#h #o'&d +e in the (or$ o( past good"i&&K in it It does not$atter i( it has gone o't o( p'+&i# %ie" (or a "hi&e In (a#t $ar-eting#ons'&tants add that as &ong as #ons'$ers #an +e #on%in#ed a+o'tthe %a&'e and as &ong as the) #onne#t "ith a +rand; sa&es "i&&happen B't #onditions app&) No strong negati%es $'st e8ist to +easso#iated "ith a +rand that4s a"aiting re%i%a&

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C,ALLEN0ES 1,ILE REVIVIN0 A BRAND

- Understanding the $ar-etI( )o'r prod'#t is ai$ed at a %er) spe#i# target $ar-et then thereis a good #han#e that this prod'#t "i&& re'ire on&) +asi#$odi#ation (ro$ #o'ntr) to #o'ntr) I( )o'r prod'#t is ai$ed at a&arger; $ore genera& $ar-et; there is a higher #han#e that "ider5rea#hing #hanges "i&& ha%e to +e i$p&e$ented in order to $a-ethe prod'#t s'ita+&e (or $ass $ar-eting

- Gathering inte&&igen#eIn order to a#hie%e internationa& s'##ess; a +'siness $'st'nderstand its target #'sto$ers; not on&) in $eas'ra+&e "a)ss'#h as ed'#ation &e%e&s and in#o$e; +'t on $ore intangi+&e&e%e&s ,hi&e #'sto$ers $a) not +e a"are o( their depth o( response to design the) do respond strong&) to (or$; detai&; #o&o'rand +a&an#e Design re&ates to e%er) aspe#t o( the e8perien#e;%is'a&; ta#ti&e; and e$otiona& ,hi&e )o'r #'sto$er $a) not easi&)+e a+&e to arti#'&ate their (ee&ings a+o't these aspe#ts o( )o'rprod'#t; the) are ne%erthe&ess e8tre$e&) i$portant,hen #arr)ing o't #'sto$er resear#h it is essentia& that )o'(or$'&ate an approa#h that a&&o"s )o' and )o'r design tea$ to'nderstand "hat )o'r #'sto$ers a#t'a&&) need; rather than "hatthe) sa) the) need

O%er the past de#ade there has +een an in#reasing interest (ro$+'siness in non5'antitati%e #'sto$er resear#h Using te#hni'ess'#h as ethnograph) "i&& not pro%ide a #&ear set o( ans"ers that#an +e presented in graphs It is open5ended; ho&isti# anddis#o%er)5orientated and i( 'sed #orre#t&) "i&& gi%e in#redi+&einsight and -no"&edge into their #'sto$ers4 needs and desiresthat #an then +e 'sed to in(or$ and g'ide the s'+se'ent designpro#ess

- Understanding "hat )o' are se&&ing To 'nderstand "hat e8a#t&) a #o$pan) is se&&ing; $an) #o$panies

'se the strateg) #a&&ed %a&'e e8porters These #o$panies ha%estrong %a&'es that are o(ten &in-ed to nationa& #hara#teristi#s The)'se design as a too& to e$phasi?e either their nationa& origin orthe set o( %a&'es that di@erentiate the$ (ro$ other prod'#ts Then; so$e #o$panies 'se a strateg) #a&&ed %a&'e #o&&e#tors These #o$panies $a) "e&& ha%e a strong interna& #'&t're; +'t their

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o't"ard st)&e is &ess identia+&e The) ha%e to in%est $ore ti$eand $one) in resear#hing their potentia& $ar-ets and then 'sedesign in order to #reate prod'#ts to #onne#t "ith theirinternationa& #'sto$ers Understanding "hi#h o( these approa#hes

is $ost app&i#a+&e to )o'r prod'#t is #entra& to )o'r approa#h todesign (or internationa& $ar-ets

- !anaging the design pro#essA $ar-eter $a)+e ha%ing the $ost +ri&&iant&) designed prod'#t inthe "or&d; +'t i( he has a poor 'nderstanding o( the targeta'dien#e; a poor +'siness p&an; or +oth it "o'&d (ai& For gooddesign to +e good +'siness it $'st +e p'rs'ed as an integra& parto( a "ider set o( a#ti%itiesFor e8a$p&e; "hi&e a #o$pan) $a) ha%e in%ested in a s'##ess('&ind'stria& design and engineering pro#ess it $a) ha%e (ai&ed to

#onsider the tota& #'sto$er e8perien#e This in#&'des ho" the#'sto$er +e#o$es a"are o( the prod'#t 5 "i&& it +e; (or e8a$p&e;thro'gh TV ad%ertising; prod'#t pro$otion or prod'#t p&a#e$ent>And ho" "i&& the #'sto$er ta-e o"nership o( the prod'#t> ,i&& this+e +) ordering (ro$ a #ata&og'e; p'r#hasing on&ine or in store>Considering a&& these areas and $ore &eads to a signi#ant&)i$pro%ed tota& #'sto$er e8perien#e and the &i-e&ihood o( s'##essis dra$ati#a&&) i$pro%ed

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CASES OF BRAND REVIVAL

In the span o( the &ast de#ade or so $an) #o$panies o%er the "or&d

has ta-en to the ro'te o( +rand re%i%a& o( its either pop'&ar +rands or+rands that didn4t #&i#- in its rst p&a#e These #o$panies ha%e 'seddi@erent ta#ti#s; st)&e; and $ethods to "in o%er the #'sto$ersIn the (o&&o"ing pages an atte$pt has +een $ade in this dire#tion tond o't these #o$panies; the prod'#t its re&a'n#hed and the genera&per#eption o( the peop&e to"ards it

A%%le Com%uter In&

In /77Q; a(ter reporting &osses o( /+i&&ion; it "as "ide&) ass'$edthat App&e Co$p'ter "as a+o't to go o't o( +'siness The#o$pan) had &ost its "a) Its #ore $ar-et o( #reati%es and

st'dents had +e#o$e a&ienated and "ere s"it#hing o%er to#heaper PC prod'#ts

  Ho"e%er &ater that)ear; the ret'rn o( Ste%e 9o+s as CEO #hanged a&& this He ga%e the#o$pan) +a#- its %ision; and; "or-ing "ith the design tea$headed +) British designer 9onathan I%e; he #reated a prod'#tdri%en identit) (or App&e "hi#h is +ased aro'nd a high 'a&it) tota&prod'#t e8perien#e ,ith the i!a#; App&e redened the ho$e#o$p'ter as a (riend&) do$esti# o+=e#t ,ith the iPod and iT'nes$'si# $anage$ent so(t"are; it dened the digita& $'si# $ar-etand #'rrent&) ho&ds a+o't :6 o( the hard dri%e5+ased porta+&e$'si# p&a)er $ar-et in the USA and appro8i$ate&) 6

"or&d"ide At the end o( 066 App&e reported the highest re%en'eand earnings in the Co$pan)4s histor); and internationa& sa&esa##o'nted (or 36 per#ent o( the 'arter4s re%en'e

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,arley-Davidson) "SA

,hen the USA $otor#)#&e $ar-et shran- d'e to the /7:/5:0re#ession Har&e) Da%idson (o'nd itse&( (a#ing a s'rge o( 9apanesei$ports; "hi#h #a'sed a g&'t o( 'nso&d +i-es that arti#ia&&)depressed the $ar-et and threatened Har&e)s %ia+i&it)

 The US Internationa& Trade Co$$ission (o'nd that in#reasedi$ports o( hea%)"eight $otor#)#&es threatened serio's in='r) to thedo$esti# ind'str); and the President i$posed te$porar) i$portre&ie( to a&&o" the ind'str) ti$e to ad='stHar&e)5Da%idson 'sed this ti$e to 'se design to i$pro%e$an'(a#t'ring e#ien#) and prod'#t 'a&it) As a res'&t the#o$pan) "as a+&e to signi#ant&) i$pro%e its $ar-et share 5#'rrent&) it is the #&ear $ar-et &eader "ith 3Q o( the &arge$otor#)#&e $ar-et in the USA 0660KA&tho'gh $ore e8pensi%e than &o#a& #o$petitors; Har&e)5Da%idson$otor#)#&es are in de$and aro'nd the "or&d 00 o( the

$otor#)#&es prod'#ed in the or-; Penns)&%ania na&5asse$+&) p&antare prod'#ed (or e8port !'#h o( Har&e)5Da%idsons gro"th in re#ent)ears has +een d'e to gro"th in e8ports; (or e8a$p&e in the 9apanese $ar-et the $ar-et (or Har&e)s has +een gro"ing at anann'a& rate o( appro8i$ate&) 31 sin#e /77 In 066 Har&e)Da%idson4s internationa& sa&es gre" / )ear on )ear

Ele&trolux

,hen CEO Hans Stra+erg =oined E&e#tro&'8 in 0660 he too- the he&$o( a #o$pan) in #risis He (a#ed spira&&ing #osts "hi&e its $idd&e

$ar-et prod'#ts "ere grad'a&&) &oosing o't to #heaper goods (ro$Asia and Eastern E'rope Stra+erg -ne" that the on&) "a) that the#o$pan) #o'&d hope to s'r%i%e a$idst this (ero#io's #o$petition"as thro'gh inno%ation and design to #reate prod'#ts "ith good&oo-s and #&e%er (eat'res "hi#h peop&e #o'&d 'nderstand "itho'tha%ing to pore thro'gh a thi#- 'sers4 $an'a&

 To do this he +ro-e do"n the traditiona& +arriers +et"eendepart$ents; (or#ing $ar-eting; designers and engineers to "or-together in #ross5dis#ip&inar) tea$s These tea$s +rainstor$ andde%e&op ne" prod'#t ideas the $ost s'##ess('& are (ast tra#-edinto prod'#tion To s'pport this dri%e (or inno%ation spending in R*D has +een+'$ped (ro$ 6: o( sa&es to /0 "ith the e%ent'a& goa& o( raising

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to 0 This in%est$ent is no" +eginning to sho" ret'rns; a(terdropping (or t"o straight )ears ann'a& sa&es rose : to /+i&&ion; in 066 The n'$+er o( prod'#t &a'n#hes that res'&t ino'tsi?ed 'nit sa&es is #'rrent&) r'nning at o%er 6 o( a&&introd'#tions 'p (ro$ aro'nd 0 pre%io's&) The a"ard "inning

E&e#tro&'8 Pronto #o$$ands 6 o( the USA sti#- %a#''$ #&eaner$ar-et despite +eing do'+&e the #ost o( #o$para+&e $ode&s

Cadilla&

 Tired O&d ,a) +ehind the ti$es That "as Cadi&&a#; the +rand that epito$i?ed Genera& !otors Corp4sde#ades5&ong di%e in US $ar-et share The standard to the"or&d in the /76s and 46s +e#a$e the #rea-) anti'e o( the 476s;&e(t in the d'st +) Ger$an and 9apanese &'8'r) +randsB!,; !er#edes5Ben?; and Le8's "ere hip Cadi&&a#4s +')ers "ere

getting hip rep&a#e$ents B't so$ething ('nn) happened on the"a) to the a'to$oti%e gra%e)ard Cadi&&a# (o'nd ro#- 4n4 ro&& M anda (aded i#on "as re+orn No +rand is #hanging (aster and $ores'##ess('&&) than Cadi&&a# ,ith an edg) ne" &ine'p o( #ars andsport 'ti&it) %ehi#&es; and Led eppe&in4s +a+)5+oo$er anthe$ as itsso'nd tra#-; Cadi&&a# is +a#-

Sa&es ha%e soared $ore than06 per#ent in the past t"o)ears; and there is $ore to

#o$e ,e are three5(o'rths o( the "a) thro'gh the rstgeneration o( ne" prod'#ts;said !ar- LaNe%e; genera&$anager o( the Cadi&&a#

di%ision ,e ha%e denite&) t'rned the #orner And G! too- the#orner (ast; p'$ping +i&&ions into ne" $ode&s; a ne" asse$+&)p&ant; and a ne" attit'de ,here a (e" )ears +a#- Cadi&&a# "asdened +) a h'&-ing; +&a#- De%i&&e at the #o'ntr) #&'+; toda)4s+rand i$age is o( a s&ee- 2LR roadster tearing do"n the high"a)Cons'$ers "ho ne%er "o'&d ha%e #onsidered a Cadd) +e(ore are

a$a?ed at the trans(or$ation ,here Cadi&&a# "as on#e the#'shion) ride o( E&%is Pres&e) and Fran- Sinatra; no" it is rap starsand hip5hop $og'&s "ho str't its in5)o'r5(a#e Es#a&ades and 2LRs Ithas +een a %e5)ear re%i%a&; an astonishing t'rnaro'nd ti$e (or an)a'to$oti%e +rand; &et a&one one that #arried the +aggage o( Cadi&&a#G!4s pre%io's atte$pts to re+'i&d the +rand "ere the st'@ o( +ad =o-es in Detroit a'to #ir#&es In the ear&) /7:6s; the a'to$a-er tried

http://companybox%28%27gpm%27%29/http://companybox%28%27gpm%27%29/

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to pass o@ a tri$$ed5'p Che%ro&et Ca%a&ier #o$pa#t as a Cadi&&a#and (oo&ed no+od) Then in /77; G! too- an Ope& O$ega $idsi?esedan and #a&&ed it a Cadi&&a# Catera In one o( the $ost disastro'sad #a$paigns in a'to$oti%e histor); G! ser%ed 'p a #artoon d'#-to pro$ote Catera and p't s&in-) s'per$ode& Cind) Cra"(ord in a

&eather $inis-irt in its S'per Bo"& ads The $o%es tri%ia&i?ed and tarnished the +rand; e$+arrassed G!4stop +rass; and &e(t di%ision e8e#'ti%es desperate (or a ne" strateg)It +egan to 'n(o&d at the /777 North A$eri#an Internationa& Sho" inDetroit; "hen an8io's Cadi&&a# e8e#'ti%es 'n%ei&ed the radi#a& E%o#on#ept roadster ,ith a design ethi# that G! &i-ened to #reasedpaper; the E%o set the tone (or a start&ing&) 'i#- shi(t inCadi&&a#4s dire#tion There "ere t"o +ig de#isions; LaNe%e saidFirst "as; "e "ere going to ha%e a "ho&e ne" design &ang'age The se#ond "as to +ring a ne" ar#hite#t're that "i&& gi%e 's the+est per(or$an#e and hand&ing in its #&ass S-epti#s a+o'nded

"hen the rst prod'#tion $ode&; the Catera5rep&a#e$ent CTSsedan; hit the $ar-et B't its stri-ing &oo- set CTS apart (ro$ $ores'+d'ed Ben?es and Le8'ses; and its per(or$an#e i$pressed e%endie5hard Cadi&&a# #riti#s The ne8t %o&&e); a +rash re$a-e o( theEs#a&ade ('&&5si?e SUV; restored the #a#het that Cadi&&a# see$ed toha%e &ost (ore%er S'dden&); Cadd) had +'?? in Ho&&)"ood and there#ord ind'str); popping 'p in $'si# %ideos and star5dren#hed$o%ie pre$ieres The s$a&&er SR2 sport5'te and hot; &itt&e 2LRde+'ted &ast )ear; gi%ing Cadi&&a# dea&ers a &ine'p the) #o'&d on&)drea$ o( se&&ing +e(oreCadi&&a# passed the 066;666 sa&es $ar- in 0663; #&osing the gap on

&'8'r)5$ar-et &eaders Le8's; B!, and !er#edes E%en G!4s-eenest ri%a&s ad$it the +rand4s re%ita&i?ation has +een i$pressi%e

.valtine

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Res's#itated d)ing +rand thro'gh hea%) in%est$ent in ad%ertising

pro$oting prod'#t4s 'ni'e se&&ing proposition 5 tastes great and

great (or )o'

O%a&tine4s in#redi+&e heritage and +rand e'it) as an A&&5A$eri#an;

n'tritio's +e%erage has &asted (or o%er /66 )ears B't +) /776; the

+rand had +een so 'nder5$ar-eted $ost peop&e ass'$ed it "as no&onger prod'#ed

In A'g'st /770; Hi$$e& N'trition &i#ensed the rights to O%a&tine in

the US and P'erto Ri#o (ro$ Sando? N'trition Corporation

Creati%e ad%ertising strateg) (or the rst three )ears dre" (or$er

'sers into the O%a&tine (ran#hise J,hen "as the &ast ti$e )o' tried

O%a&tine>J The #a$paign then e%o&%ed o%er ti$e to in#&'de $'&tip&e

targets and 'sage o##asions; as "e&& as

#o$petiti%e #&ai$s against the $ar-et &eader; in

order to dri%e #ontin'o's gro"th For the t"e&%e

)ears Hi$$e& N'trition has +een $ar-etingO%a&tine; it has +een the &argest ad%ertiser in the

#ategor) Fro$ /770 thro'gh 066; O%a&tine4s

$ar-et share gre" (ro$ /0 to 1/ WX5

Cons'$er sa&es ha%e gro"n (ro$ / $i&&ion to 3 $i&&ion And

on#e again; the O%a&tine na$e has ret'rned to the (a$i&) she&( as

A$eri#a4s $ost n'tritiona& $i&- po"der a%oring

On !a) /; 066Q; Hi$$e& N'trition so&d its O%a&tine &i#ense to

No%artis

 9oe 9i$ene?; the Chie( E8e#'ti%e O#er o( the No%artis Cons'$er

Hea&th Di%ision; said;JHi$$e& N'trition In# has +een o'r partner (or a&$ost / )ears and

has de$onstrated its s-i&& in +'i&ding s$a&& +rands The) ha%e ta-en

O%a&tine (ro$ the in#eption o( the &i#ense (ro$ a s$a&&; str'gg&ing

+rand into an i$portant +rand in its #ategor)J

O%a&tine in the USA is #'rrent&) o"ned +) Nest&e

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CORRELATION BET,EEN REPOSITIONING ANDREVIVAL

A #o$pan) $'st position its +rand in the $inds o( #ons'$ers A +rand

$anager $'st nd so$ething ne" and di@erent a+o't that +rand; getinto the $inds o( #ons'$ers; and sta-e o't a +it o( territor) A#o$pan) "o'&d &i-e to gain a tin) a$o'nt o( +rain spa#e so that hethin-s o( the +rand "hi&e #ons'$ing a prod'#t in that #ategor)

O%er ti$e; +rand $anagers "i&& ha%e to reposition a +randRepositioning a +rand re'ires #hanging either the target $ar-et orthe %a&'e proposition o( the +rand To #hange the %a&'e; "e #an tr) to#hange the #ore o@ering itse&(Mthat is; the prod'#ts or the te#hno&og)that 'nder&ines the$; or the +rand4s rep'tation (or 'a&it) Or tr)#hanging the e8perien#e aro'nd the +rand

So$eti$es; peop&e 'se the ter$s +rand repositioning and re='%enations)non)$o's&); +'t there is a di@eren#e +et"een the t"o ter$s

BRAND RE2"VENA3I.N

Brand re='%enation is "hen the +rand attri+'tes and o%era&& strateg) issti&& so'nd; ie; gi%en the #o$petiti%e set; #'sto$ers; ind'str)d)na$i#s that the +rand %a&'es sti&& are %a&id; $ar-eta+&e and$eaning('& ROIKM+'t there is a need to re5&a'n#h the +rand$essaging strateg)

I( on&) so$e e8#ite$ent and re$inders a+o't the presen#e o( the+rand is re'ired; "hi&e the +asi# positioning is sti&& re&e%ant andso'nd; then Jre='%enationJ is the right "ord Updating the pa#-aging;perhaps a #hange in the &ogo; ad%ertising; et# #o'&d +e the so&'tions

On the other hand; i( "e ha%e a ne" and di@erent target a'dien#e; or+enets that "ere ne%er part o( the origina& pa#-age; then the +randhas to +e re5positioned The +rand i$age has to +e #hanged Brandrepositioning is "hen "e need to reset the +rand in ter$s o( %a&'esand attri+'tesMand then &a'n#h a +rand $essaging strateg)

Brand Re='%enation has a $ore ho&isti# perspe#ti%e than repositioningIt #reates "ider spa#e in ter$s o( $ar-et #o$$'ni#ation that in#&'deses#a&ated ad%ertising andXor repositioning

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CASE ./ "NI3ED AIRLINES The re&ation +et"een re='%enation and repositioning #an +e 'nderstood"ith the e8a$p&e o( "nited Airlines. Their +rand positioning on#e "a) Jsolid) industry leader) serious)you %ay more !ut you re&eive hiher 4uality) tareted at%rofessional travelersJI( United "anted to re%i%e that +rand strateg); the) "o'&d &i-e&) &a'n#h#o$$'ni#ations s'#h as inter%ie"s; PR; ad%ertising; pro$otions that"o'&d e$phasi?e that +rand

On the other hand, if United felt that the next high growth customerdemographic is vacation travel and they want to serve that demographic withappropriate brand value, then they would need to "shift" their brand identitythough not too drastic so as to isolate the old customers and confuse newtargets, but to the extent that they take some of the current valid brandattributes and characteristics and augment them with "flexible, keypartnerships" or whatever to reposition it with values that are appropriate forthe new target market.

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BRAND REVIVAL. AN E!ERGING BUSINESS

O@ &ate; re%i%ing a +rand has +e#o$e $ore o( a +'siness There are#o$panies "hose $ain =o+ is to +') o&d and (orgotten; +'t on#estrong +rands and re%i%e the$ so as to restore their o&d stat'sand position Gi%en +e&o" are the pro&es o( #o$panies &i-eHi$$e& gro'p; Lorna$ead; Ri%er ,est Brands and Sat#hIn%est"ho are into the +'siness o( +rand re%i%a&

/ The Hi$$e& Gro'p The Hi$$e& gro'p is a $ar-eter o( #ons'$er prod'#ts spe#ia&i?ing ino%er5the5#o'nter phar$a#e'ti#a&s; hea&th and +ea't) aids; andn'tritiona& (oods The Hi$$e& Gro'p is -no"n (or a#'iring o&d +'t"e&&5-no"n trade$ar-s that "ere $ista-en (or dead and +'i&ding the$into s'##ess('& +rands

- O%er the &ast se%en de#ades Hi$$e& has de%e&oped a 'ni'e +rand+'i&ding strateg) that "hen app&ied di&igent&) has &ed to o'r $osto'tstanding s'##esses  The) had +een the $ar-eters o( O%a&tine inthe United States (ro$ A'g'st /; /770 'nti& !a) /; 066Q; and"ere; 'p 'nti& /77; the o"ners o( Go&d Bond !edi#ated Po"derO'r passion is to +'i&d +rand e'it) The -e); as the) +e&ie%e; has a&"a)s +een their +e&ie( in the ro&e o( ad%ertising to +'i&d +rand e'it); either to re%ita&i?e o&d trade$ar-sor +) #reating ne" ones

0 Lorna$eadLorna$ead is a &eading pri%ate&) he&d g&o+a& $ar-eter o( persona& #are+rands Their $ain +'siness (o#'s is on a#'iring and in%esting inheritage +rands in order to $a8i$ise their gro"th potentia& The) +ringtogether a port(o&io o( 36 +rands ser%ing (o'r persona& #are #ategories.

Hair #are

Cos$eti#s and s-in #are

Fragran#e and +ath &'8'ries

Ora& #are

Lorna$ead has p'rs'ed a strateg) o( #reating and a#'iring a "e&&5di%ersied port(o&io o( persona& #are +rands that no" en#o$passes

so$e o( the "or&d4s +est5-no"n na$es Lorna$ead4s a+i&it) to $a-ethese a#'isitions is 'nri%a&&ed and ('t're a#'isitions are &i-e&) to +eon a &arger s#a&e "ith (o#'s re$aining on high $argin and high5gro"th+'sinesses thro'gho't their (o'r -e) prod'#t #ategories,e ha%ing g&o+a& s#a&e; e8#e&&ent re&ationships "ith -e) %endors; anesta+&ished and pro%en tra#- re#ord and an a+i&it) to integrate ne"+rands sea$&ess&) pro%ide Lorna$ead "ith signi#ant #o$petiti%ead%antage

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 Their port(o&io o( heritage +rands has +een %er) #are('&&) se&e#ted Their target +rands ha%e a histor) o( strong in%est$ent; high #ons'$erre#ognition; pro%en prod'#t e#a#); 'a&it) distri+'tion esta+&ished"ith -e) retai&ers and signi#ant $ar-et share The) identi() opport'nities "here +rands ha%e &ost (o#'s 'nder

pre%io's o"ners +'t #an +e re%ita&ised thro'gh in#reasing dis#ip&ineand (o#'s; de%e&op$ent o( their heritage and prod'#t ranges; $argini$pro%e$ents and internationa& gro"th In addition; the) seeopport'nities to add ('rther %a&'e to their e8isting +rand port(o&io;(o#'sing on gro"ing their #ore +rands "ith po"er('& heritage in theirrespe#ti%e $ar-ets The) ha%e a&read) +een +'i&ding strong operating p&at(or$s g&o+a&&);'nderpinned +) their #orporate head'arters in the U

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CONCLUSION

Brands $'st $a-e the prod'#t re&e%ant and $eaning('& (or the target#'sto$ers It $'st enhan#e the prod'#t o%er and a+o%e the +asi#generi# &e%e& A prod'#t that #o$es o@ the asse$+&) &ine tends to +e$ere&) a ph)si#a& o+=e#t Branding p'shes the prod'#t into aperpet'a& rea&$ +) integrating "hat it is Branding gi%es the#'sto$ers reasons to +') and 'se the prod'#ts Brand re='%enationgi%es a se#ond &i(e (or a +rand

!ore than :6 o( the +rands that are &a'n#hed die o@; a $ere : o( these +rands; "hi#h are retiring; tr) to re='%enateX re%i%e the +rand Toda) Brand Re%i%a& is in %er) high de$and as #o$panies rea&i?e that

+'i&ding a +rand "o'&d ta-e ten ti$es $ore $one) than re%i%ing ane8isting +rand Ne" prod'#t de%e&op$ent tries to #reate +rand e'it)(ro$ a +&an- sheet o( paper B't it #an (re'ent&) +e $ore re"ardingto start "ith a sheet a&read) "ritten on; "ith a hidden $essage "e#an de#ode (or a re&ati%e&) s$a&& in%est$ent

!an) #o$panies ha%e identied the ne#essit) o( Brand Re%i%a& andentreprene'rs ha%e +ro'ght in Brand Spas to re='%enate; ind'&geand re(resh the +rands ,hi&e 'nderstanding the i$portan#e o( +randre%i%a&

!ost dead +rands died not "ith a +ang +'t a "hi$per This paper hase8a$ined the re%ita&i?ation o( esta+&ished +rands a topi# that has+een o%er&oo-ed (or too $an) )ears Brand $anagers ha%e n'$ero'soptions (or re%ita&i?ing the sa&es o( an esta+&ished +rand in a $at're#ategor) The strategies s'ggested here present opport'nities (or$an) $anagers to sa&%age and &e%erage the e'it) that has +een+'i&t o%er the &i(eti$e o( the +rand Brands die +e#a'se o( neg&e#tand #ons'$er indi@eren#e

In this #onte8t "hat "e +asi#a&&) identied as the reason "h) +rand

re%i%a& is a +ig hot topi# on the $ind o( the #orporate "or&d no" andnot /6 )ears +a#- has +een the $enta& +&o#- o( ta-ing o't (ro$ thed'st+in #on#eptSe%era& #o$panies parti#'&ar&) the +ig !NCs; F!CG ha%en4t e%entho'ght o( gi%ing $an) o( their (ai&ed +rands a se#ond #han#e "hi#h

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i( the) had "o'&d ha%e #atap'&ted their +rands into "or&d #&ass+rands

In this paper "e ha%e e8a$ined and dis#'ssed $an) #ases "here inthe +rands that "ere on#e "ritten o@ ha%e +een s'##ess('&&) re%i%edand no" the) are h'ge&) s'##ess('& in the $ar-et

As part o( o'r e@ort in getting the $ateria&; reading and'nderstanding the $atters #on#erning the +rand re%i%a& pro#ess "eha%e in this pro#ess identied and e8tra#ted a +asi# #he#- &ist or thepoints that the $ar-eter has to -eep in $ind "hi&e re%i%ing a +rand THE CHEC

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2 .Hence, there is no surprise that while reviving retro product or service, the ar!eter 

relies and leverage on the consuers nostalgic "end o# ind. $ar!eters have reali%edthat technolog& and iitation 'uic!l& eradicate #irst over advantage and that

counal nostalgia increases during chaotic ties. (# anaged well, the& can "ecoe

a power#ul ar!eting tactics. )etro "rands a!e their appearance with each phase o# the "usiness c&cle o# the econo&, especiall& during slups and hardships in order to

capitali%e the nostalgia associated with "etter, happier ties. )etro "randing is ore

e##ective with cult "rands "ecause the chances o# success o# revival o# cult "rands areeasier as copared to ordinar& ones.

 

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APPENDI2

Prod'#t Li(e C)#&e55 The stages thro'gh "hi#h indi%id'a& prod'#tsde%e&op o%er ti$e is #a&&ed #o$$on&) -no"n as the 56rodu&tLife Cy&le5*

B'sinesses sho'&d $anage their prod'#ts #are('&&) o%er ti$e toens're that the) de&i%er prod'#ts that #ontin'e to $eet #'sto$er"ants The pro#ess o( $anaging gro'ps o( +rands and prod'#t &ines is#a&&ed port(o&io p&anning The #&assi# prod'#t &i(e #)#&e has (o'r stages i&&'strated in thediagra$ +e&o"K. introd'#tion gro"th $at'rit) and de#&ine

• Introdu&tion StaeAt the Introd'#tion or de%e&op$entK Stage $ar-et si?e andgro"th is s&ight It is possi+&e that s'+stantia& resear#h andde%e&op$ent #osts ha%e +een in#'rred in getting the prod'#tto this stage In addition; $ar-eting #osts $a) +e high inorder to test the $ar-et; 'ndergo &a'n#h pro$otion and set'p distri+'tion #hanne&s It is high&) 'n&i-e&) that #o$panies

"i&& $a-e prots on prod'#ts at the Introd'#tion StageProd'#ts at this stage ha%e to +e #are('&&) $onitored toens're that the) start to gro" Other"ise; the +est option $a)+e to "ithdra" or end the prod'#t

• 0ro'th Stae

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 The Gro"th Stage is #hara#terised +) rapid gro"th in sa&esand prots Prots arise d'e to an in#rease in o'tp'te#ono$ies o( s#a&eKand possi+&) +etter pri#es At this stage;it is #heaper (or +'sinesses to in%est in in#reasing their

$ar-et share as "e&& as en=o)ing the o%era&& gro"th o( the$ar-et A##ording&); signi#ant pro$otiona& reso'r#es aretraditiona&&) in%ested in prod'#ts that are r$&) in the Gro"thStage

• +aturity Stae The !at'rit) Stage is; perhaps; the $ost #o$$on stage (or a&&$ar-ets It is in this stage that #o$petition is $ost intense as#o$panies ght to $aintain their $ar-et share Here; +oth$ar-eting and nan#e +e#o$e -e) a#ti%ities !ar-eting spendhas to +e $onitored #are('&&); sin#e an) signi#ant $o%es are&i-e&) to +e #opied +) #o$petitors The !at'rit) Stage is the

ti$e "hen $ost prot is earned +) the $ar-et as a "ho&eAn) e8pendit're on resear#h and de%e&op$ent is &i-e&) to +erestri#ted to prod'#t $odi#ation and i$pro%e$ent andperhaps to i$pro%e prod'#tion e#ien#) and 'a&it)

• De&line StaeIn the De#&ine Stage; the $ar-et is shrin-ing; red'#ing theo%era&& a$o'nt o( prot that #an +e shared a$ongst there$aining #o$petitors At this stage; great #are has to +eta-en to $anage the prod'#t #are('&&) It $a) +e possi+&e tota-e o't so$e prod'#tion #ost; to trans(er prod'#tion to a#heaper (a#i&it); se&& the prod'#t into other; #heaper $ar-ets

Care sho'&d +e ta-en to #ontro& the a$o'nt o( sto#-s o( theprod'#t U&ti$ate&); depending on "hether the prod'#tre$ains prota+&e a #o$pan) $a) de#ide to end the prod'#t

3 P4s o( !ar-eting55 The (o'r P4s o( the $ar-eting $i8 re(er to.

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• 6rodu&t  5 An o+=e#t or a ser%i#e that is $ass prod'#ed or$an'(a#t'red on a &arge s#a&e "ith a spe#i# %o&'$e o( 'nitsA t)pi#a& e8a$p&e o( a $ass prod'#ed ser%i#e is the hote&ind'str) A &ess o+%io's +'t '+i'ito's $ass prod'#ed ser%i#eis a #o$p'ter operating s)ste$ T)pi#a& e8a$p&es o( a $assprod'#ed o+=e#ts are the $otor #ar and the disposa+&e ra?or

• 6ri&e  The pri#e is the a$o'nt a #'sto$er pa)s (or a prod'#tIt is deter$ined +) a n'$+er o( (a#tors in#&'ding $ar-etshare; #o$petition; $ateria& #osts; prod'#t identit) and the#'sto$ers per#ei%ed %a&'e o( the prod'#t The +'siness $a)in#rease or de#rease the pri#e o( prod'#t i( other stores ha%ethe sa$e prod'#t

• 6la&e  P&a#e represents the &o#ation "here a prod'#t #an +ep'r#hased It is o(ten re(erred to as the distri+'tion #hanne& It#an in#&'de an) ph)si#a& store as "e&& as %irt'a& stores on theInternet

• 6romotion  Pro$otion represents a&& o( the #o$$'ni#ationsthat a $ar-eter $a) 'se in the $ar-etp&a#e Pro$otion has(o'r distin#t e&e$ents 5 ad%ertising; p'+&i# re&ations; "ord o( $o'th and point o( sa&e A #ertain a$o'nt o( #rosso%er o##'rs"hen pro$otion 'ses the (o'r prin#ip&e e&e$ents together;"hi#h is #o$$on in &$ pro$otion Ad%ertising #o%ers an)#o$$'ni#ation that is paid (or; (ro$ te&e%ision and #ine$a#o$$er#ia&s; radio and Internet ad%erts thro'gh print $ediaand +i&&+oards One o( the $ost nota+&e $eans o( pro$otiontoda) is the Pro$otiona& Prod'#t; as in 'se('& ite$s

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distri+'ted to targeted a'dien#es "ith no o+&igation atta#hedIt is the on&) (or$ o( ad%ertising that targets a&& %e sensesand has the re#ipient than-ing the gi%er P'+&i# re&ations are"here the #o$$'ni#ation is not dire#t&) paid (or and in#&'des

press re&eases; sponsorship dea&s; e8hi+itions; #on(eren#es;se$inars or trade (airs and e%ents ,ord o( $o'th is an)apparent&) in(or$a& #o$$'ni#ation a+o't the prod'#t +)ordinar) indi%id'a&s; satised #'sto$ers or peop&e spe#i#a&&)engaged to #reate "ord o( $o'th $o$ent'$ Sa&es sta@ o(ten p&a)s an i$portant ro&e in "ord o( $o'th and P'+&i#Re&ations see Prod'#t a+o%eK

Broad&) dened; opti$i?ing the $ar-eting $i8 is the pri$ar)responsi+i&it) o( $ar-eting B) o@ering the prod'#t "ith the right#o$+ination o( the (o'r Ps $ar-eters #an i$pro%e their res'&ts and

$ar-eting e@e#ti%eness !a-ing s$a&& #hanges in the $ar-eting $i8is t)pi#a&&) #onsidered to +e a ta#ti#a& #hange "hi&e &arge #hanges inan) o( the (o'r Ps #an +e #onsidered strategi#Fro$ +rand re%i%a& point o( %ie"; the $ar-eter $a) ha%e to $a-eso$e drasti# #hanges in the #o$+ination o( the (o'r Ps (or there%i%ing prod'#t He $a) e%en ha%e to go in (or a #o$p&eteo%erha'&ing o( its $ar-eting strateg) This is +e#a'se as the prod'#tis re&a'n#hedX reintrod'#ed a(ter the re%i%a&; there sho'&dn4t +e an)short(a&& in the (o'r Ps or the prod'#t $a) not re%i%e ('&&) and #o'&dagain +e#o$e an 'nderdog prod'#t

 The Rea& Reason Brand Re%i%a& ,or-s

  55 +) Pa'& Ear&e 

E%er)"here #ons'$ers t'rn; it see$s; a $ar-eter is "a8ing nosta&gi#a+o't )ester)ear Fro$ +e%erages; to snea-ers; to detergent; to #ars;to te&e%ision sets; to +ase+a&& 'ni(or$s; $'#h o( toda)4s +rands#apeis +eing retrotted M g'rati%e&) and so$eti$es &itera&&)O&d has +e#o$e #&assi#; and #&assi# has +e#o$e #oo& Un&essh'ndreds o( di@erent $ar-eters are a&& "rong; the #on#&'sion $'st +ethat +rand re%i%a& "or-s The 'estion there(ore +e#o$es; "h)>A n'$+er o( a$ate'r ps)#ho&ogists posit that +rand re%i%a& "or-s as$etaphori#a& #o$(ort (ood Others s'ggest that re%i%a& "or-spri$ari&) +e#a'se it is s'#h a di@erent and re(reshing ta#-. the hoo-d' =o'r

http://www.brandchannel.com/brand_speak.asp?bs_id=78#authorhttp://www.brandchannel.com/brand_speak.asp?bs_id=78#author

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,hi&e +oth theories ha%e $erit; +oth $iss the $ain point Brandre%i%a& is $ost %a&'a+&e as a $e#hanis$ to he&p the $ar-eter red'#eris- and a#hie%e a head start o%er ne"er +randing #on#epts,hether the $ar-eter d'sts o@ an o&d ad%ertising s&ogan or +rings

+a#- a +rand na$e (ro$ dor$an#); the essen#e o( re%i%a&4se@e#ti%eness is this. i( it "or-ed on#e; it #an "or- againNe" +rands and e%en ne" $ar-eting #a$paigns #an ta-e )ears and$ega+'#-s to seed; and sti&& (ai& $ore o(ten than the) s'##eed The('nda$enta& +rand #hara#ter and #ons'$er proposition that he&ped a+rand end're (or (t) )ears; ho"e%er; $ight he&p it end're (oranother (t) Certain tr'ths a+o't #ons'$er +eha%ior re$ain ='st ase%ident in 0661 as the) "ere in /71Consider +rand re%i%a& in the #onte8t o( the theatri#a& prod'#tionind'str) ,hi&e $'si#a&s don4t #o$prise a traditiona& #ons'$er#ategor) &i-e toothpaste or pet (ood; $'#h #an +e &earned +)

st'd)ing the "a) prod'#ers &oo- to the ('t're +) &oo-ing at the pastBroad"a) re%i%a&s e8pose one o( the great (a&&a#ies o( $ainstrea$+rand re%i%a&. that a +rand #o$ing +a#- (or its se#ond r'n $'st +etargeted at the sa$e (o&-s "ho p'r#hased the +rand the rst ti$earo'nd O( #o'rse not Rogers and Ha$$erstein4s Showboat ; (orinstan#e; rst opened in /70Q does that $ean that the prod'#tion ison&) re&e%ant to the age 7 and o&der de$ographi#> So$estor)&ines si$p&) stri-e ti$e&ess #hords Prod'#ers $a) 'pdate the"ardro+e and the set; and the s#ore $a) +e p&a)ed "ith $oderninstr'$ents; +'t the #ore +rand o( the sho" re$ains the sa$eNo" app&) the Broad"a) (ra$e"or- to #ons'$er prod'#ts Sa) that

)o'4re a ne" prod'#t $anager o'r R*D tea$ #an de&i%er a state5o(5the5art prod'#t; so the #ha&&enge +e#o$es one o( na$ing and+randing o' rea&isti#a&&) ha%e one #han#e to nd a na$e and anarrati%e that "or-s in the $ar-etp&a#e; and "e a&& -no" ho" (a&&i+&e(o#'s gro'ps and other #on#ept testing $eas'res #an +e And as-)o'rse&( this. ho" $'#h ti$e and $one) "o'&d it ta-e to +'i&d a $ere0 per#ent &e%e& o( nationa& a"areness; and at &east so$e #redi+i&it)>E8isting a"areness isn4t the on&) #o$ponent +) "hi#h the %a&'e o( ador$ant +rand #an +e $eas'red A +rand4s heritage #an a&so ser%eas a pro8) (or e8perien#e; "hi#h #an +e #o$pe&&ing in a retai&en%iron$ent that is s"a$ped +) tho'sands o( ne" prod'#t &a'n#hes

e%er) )ear A +rand "ith a histor) #an tr'$p one that "as drea$ed'p &ast "ee- M e%en i( #ons'$ers ha%en4t heard o( either As is the#ase "ith persona& re&ationships; tr'st and &egiti$a#) are -e)(o'ndations o( a #ons'$er4s e8isting re&ationship "ith a +randGra%itas #o'nts

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Consider the %a&'e o( a +rand4s e8perien#e in the #onte8t o( a rea&"or&d hiring #ha&&enge; "hi#h has a &ot in #o$$on "ith the #hoi#es a#ons'$er (a#es "hen e%a&'ating prod'#ts Sa) )o'4re #onsideringt"o #andidates (or a =o+ position )o' need to && o' hadn4t $et

either +e(ore the hiring pro#ess started Both #andidates are e'a&&)as +right; hard "or-ing; and see$ing&) #apa+&e S'+se'entresear#h; ho"e%er; indi#ated that one #andidate had a &ength) andre&e%ant tra#- re#ord; and the se#ond #andidate had no tra#- re#ord The e8perien#ed #andidate has the ad%antage ,hat4s $ore; he orshe $ight a&so +e a+&e to #o$$and a higher sa&ar) Trans&ated +a#-to the +rand "or&d. +etter t'rns; higher pri#e point The notion o( +rand re%i%a& raises interesting 'estions a+o'tinno%ation Certain&); it is %ita&&) i$portant that $ar-eters a&"a)sthri%e to de%e&op prod'#t #o$ponents that are ne"er and +etter Rea&"inners #an +e (o'nd on the #'r%e that p&ots the ne" and the o&d

inno%ati%e prod'#t #o$ponent; pro%en +rand na$e Consider aparti#'&ar&) s'##ess('& re%i%a& #ase. the +e%erage O%a&tine TheHi$$e& Gro'p re(or$'&ated O%a&tine (or $odern re&e%an#e;i$$ediate&) #o'ntering per#eptions that the +rand "as o&d "hi#h;te#hni#a&&); it "asK The negati%e stig$a o( o&d e%o&%ed into apositi%e &a+e& o( pro%en in a heart+eat The end res'&t "as anO%a&tine &ine that per(or$ed as "e&& i( not +etter than its #o$petitors;"ith the added ad%antage o( a deep reser%oir o( past #ons'$ere8perien#esA tea$ o( s#ho&ars at North"estern Uni%ersit) arg'ed re#ent&) thatpra#titioners o( the dis#ip&ine #a&&ed ne" prod'#t de%e&op$ent

sho'&d a&so #onsider o&d prod'#t rede%e&op$ent see 9ohn F Sherr)et a&; Tea#hing O&d Brands Ne" Tri#-s;  Journal of Marketing; 9'&)0661K Sherr) #ha&&enges the &ong5he&d +e&ie( that +rands ha%e a &i(e#)#&e "ith a #&ear +eginning and an end; s'ggesting that #ertain-inds o( +rands $a) (o&&o" a &i(e #ir#&e instead Perhaps a good+rand $a) hi+ernate; +'t it ne%er rea&&) dies,hat4s ne8t> A N'$+er / sing&e (ro$ Ch'#- Berr)> Pro+a+&) not; +'t"e did see a ne" Beat&es a&+'$ not too &ong ago; "hi#h o( #o'rse"as $ere&) a re5re&ease o( o&d songs C&assi# +randing is here tosta)Y and in (a#t $a) ha%e ne%er &e(t

P.S. - Paul Earle is president of River West Brands LLC, a Chicago-based companythat acquires and redevelops dormant consumer product brands

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- """+randrep'+&i##o$- """+rand#hanne&#o$- ,i-ipediaorg- """design#o'n#i&org- #nn#o$- """hi$$e&gro'p#o$- """&orna$ead#o$-

Arti#&es.- Ven-atesh Ba+' Iss'es in +rand re%i%a&- N'rt'ring +rands +a#- to hea&th Indian !anage$ent5 9o'rna& o( 

AI!A- """ndarti#&es#o$- """)ahooans"ers#o$- """redi@#o$- i#$ri#(aiorg

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