Brand Equity
It’s all about the BRAND!
Brand Decline
Brand RevivalBrand Death
Failure of a brand due to factors like change in
technology, lack of brand
awareness, etc. It is a reversible
process.
The differential effect that consumer
knowledge about a rand has on the
customer’s response to marketing
activity.
Brand Equity
It’s all about the BRAND!
Brand Decline
Brand RevivalBrand Death
Becomes imaginary, have
significant brand equity in terms of high
brand awareness and a strong brand
image.
Reviving needs more attractive strategy than launching a
new brand. It is less costly and
risky than introducing a new brand.
3. Price Cuts
Desperate price cut to increase sales
damages the brand.
Old Price: 42,000New Price: 18,990
5. Inability to stay with Target AudienceWhen target market
moves away from the brand or brands targets wrong market segment.
Markets are dynamic and can be influenced by the larger environment in which they operate
Legal Factors Socio-cultural Factors
The differential effect that consumer
brand knowledge has on
customer’s response to marketing activity.
Method#2:
“Brands must offer something
different; they
can’t just be another flavour of vanilla.”(Volkswagen P.R. Manager)
Indicators
to measure
Customer
Response
1.Sales Figures
2.Brand-switching behaviour
3.Brand loyalty measures
Is the Brand worth reviving?
Can the brand regain some of its former glory?
Can its old equity be enhanced through new positioning?
Can the company effectively deal with logistical issues?
?
?
?
1.
Can the brand regain some of its former glory?
Can its old equity be enhanced through new positioning?
Can the company effectively deal with logistical issues?
?
?
?
Is the Brand worth reviving?1.
4. Correct mismanagement of the brand
Pursue a carefully
defined target market
Resist temptation to ‘milk’ the brand
Rebuild Quality
Created by Deboleena Dutta,
LSR, during an internship by
Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com
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