A BRAND IS

FOREVER!A framework for revitalising

declining and dead brands

Brand Equity

It’s all about the BRAND!

Brand Decline

Brand RevivalBrand Death

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.

CAUSES OF

BRAND DECLINE

Theories of Brand Evolution

Theories of Brand Evolution

Theories of Brand Evolution

Product Evolution Cycle

Generative

MediativeSelective

Theories of Brand Evolution

Product Evolution Cycle

Generative

MediativeSelective

1. Product Quality

Brand starts to decline when it does not live to customer

expectations.

2. Price Increases

When price increases without

corresponding benefits.

3. Price Cuts

Desperate price cut to increase sales

damages the brand.

Old Price: 42,000New Price: 18,990

4. Brand Neglect

When less attention is paid to strong brands/ inaction

creeps in.

5. Inability to stay with Target AudienceWhen target market

moves away from the brand or brands targets wrong market segment.

Theories of Brand Evolution

Product Evolution Cycle

Generative

MediativeSelective

Markets are dynamic and can be influenced by the larger environment in which they operate

Legal Factors Socio-cultural Factors

Theories of Brand Evolution

Product Evolution Cycle

Generative

MediativeSelective

Mc Donald VS Burger King

DECONSTRUCTING

BRAND DECLINE

The differential effect that consumer

brand knowledge has on

customer’s response to marketing activity.

Differential Effect

Method#1

Focus on value that

brand provides to the customers

Method#2:

“Brands must offer something

different; they

can’t just be another flavour of vanilla.”(Volkswagen P.R. Manager)

Brand Knowledge

Brand Awareness

Unaided Recall

Aided Recall

Customer Response

Indicators

to measure

Customer

Response

Indicators

to measure

Customer

Response

1.Sales Figures

2.Brand-switching behaviour

3.Brand loyalty measures

REVITALIZING

BRANDS

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.

Take a long-term perspective2.

Carefully

Reposition the brand

3.

Carefully

Reposition the brand

Invest in it

3.

Carefully

Reposition the brand

Invest in it, &

Educate the market

3.

4. Correct mismanagement of the brand

Pursue a carefully

defined target market

Resist temptation to ‘milk’ the brand

Rebuild Quality

LET THE

REVITAL-

IZATION

BEGIN!

Let’s RECAP!

Created by Deboleena Dutta,

LSR, during an internship by

Prof. Sameer Mathur, IIM

Lucknow.

www.IIMInternship.com