BRAND REVITALIZATION

DEFINITION

• A strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity. This may include product modification or brand repositioning.

• Revitalization efforts could move in two directions.The brand may be adjusted or modified to appeal in the market

Brand’s market may be adjusted

BRAND REVITALIZATION TOOLS/MEASURES

• Increasing usage.

• New markets.

• Image change.

• Brand enhancement,

INCREASING USAGE

• More convenient to use.---MAGGI,MTR,KELLOGS etc.

• Reduce doubts associated.-----VATIKA,SET WET,LOREAL etc.

• Provide incentives.---BRITISH AIRWAYS,ICICI PLATINUM CARD

• New uses.------JET MOSQUITO MAT.

NEW MARKETS.

• Reach to new markets not targeted so far----Asian countries(Mc DONALD’S),rural areas(HUL)

• NEW SEGMENTS------cover unattached segments(shampoo pouches, solar lights)

IMAGE CHANGE.

• Add new associations when existing one becomes obsolete------SPLENDOR pro

• Commoditization.--------XEROX does not mean photocopying, it’s a brand.

BRAND ENHANCEMENT

• Add new valued differentiators------availability(HUL),

• Value disciplines----innovation(SONY),intimacy(MARRIOTT)

THANK YOU…