A Brand is Forever

A Brand is ForeverKristin Short, Kiana Maldonado, Blevie Meyia Lucchesi, Lahai CushinePresented to Marketing Class 205University of Bridgeport

Revival of a Dead BrandThe Ford TaurusLaunched in 1985Revamped brand in 2006

Harley-Davidson Motor CompanyFounded in 1903Reached its peak

Decline and Death of BrandsTo understand why brands decline we look at the PLC product life cycle

Isn't the only reliable source

PEC product evolutionary cycle

A brand can grow

Causes of Brand Decline3.1 Managerial Action: when leadership, management, employees make excuses, which can be done through 5 categories

3.1.1 Product Quality: when product quality is cheap for cost cutting reasons, a brands loyalty is tested

3.1.2 Price Increases: when companies continue to raise prices but give no benefits

Causes of Brand Decline3.1.3 Price Cuts

Cutting prices can damage brandsLacoste began to decline and destroyed their image when they used cheaper material and lowered prices

Causes of Brand Decline3.1.4 Brand Neglect:

Many companies buy core brands but neglects to invest on them.

Causes of Brand Decline3.1.4 Brand Neglect:

Case of Black and Decker brand

Black and Decker ignored the popular Dewalt until it ceased to exist

Causes of Brand Decline3.1.5 Inability to stay with the target market:

Moving away from the target market can cause a decline of the brand.

Causes of Brand Decline3.1.5 Inability to stay with the target market:

Those brands' customersFelt Neglectwhen they decidedto changetheir imagesandTarget

Causes of Brand Decline3.2 Environmental Factors:

Refers to factors and forces that affect a firms ability to build and maintain successful relationships with customers

Negative publicities and regulations caused the declined of Camel. It was accused to attract Children by Cartoon character

Causes of Brand Decline3.3 Competitive actions:

Competition betweenBrands depend of the Pocket of competitors

Causes of Brand Decline3.3 Competitive actions:

Successful brand causedthe decline of competitorsNew competitors are smarter and become challenging

Deconstructing Brand Decline4.1 Differential Effect: people need a compelling argument on why they should buy something, being able to market your brand well enough that your customer receives it helps to differentiate yourself from other brands

Deconstructing Brand Decline4.2 Brand Knowledge: For a brand to bee successful customers have to know about it and what it does and understand why there product is a better fit then their competitor. Which can be done through brand awareness and brand image

Deconstructing Brand Decline4.2.1 Brand awareness: Lack in this can cause long term problems, usually when a brands starts declining financially the first they cut is advertising

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Deconstructing Brand Decline4.2.2 Brand Image: Brands can always change, but to keep up with it brands have to pay attention to consumers perception

4.3 Customer Response: Sales figures is one of the ways brands use to determine customer response to their product, Surveys brand switching- companies will try other brands out before fully giving up on their own only when the bond with the consumer has weakened

Revitalizing Brands5.1 Is the brand worth reviving?: A Brand may be revived if there is significant value to one or more part of the product. It may cost more to revive a product.

5.2 Take a long-term perspective: Brands take a long time to build and a long time to die. Reviving a brand also takes a long time, approximately about a year or two.

Revitalizing Brands5.3 Carefully reposition the brand, invest in it, and educate the market:

A good brand always has a strong position/statement that they stand for. To be completive a brand should a particular focus in quality which they can make to the public.

Revitalizing Brands5.4 Correct Mismanagement of the brand: When a brand is declined, it is good to know he cause of it and understand what can be done to change the strategies.

5.4.1 Rebuild Quality: Quality of a product hardly goes unnoticed but customers later realize whether or not to abandon the brand.

Revitalizing Brands5.4.2 Resist temptation to milk the brand: Management must invest in a brand in order to revive it. -Prices are Cut Steadily

5.4.3 Pursue and carefully define target market: Picking a target is difficult because that target can either increase or decrease and interests may change.

Let the Revitalization Begin!

The ghost brand can be revitalize

Thank You !

Any Questions?