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



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

So what made Harley come back?????

•

Strongbrandcommunity(HOG)

•

Cost

• • • • •