brand turn around and brand rejunavation
TRANSCRIPT
“Brand Turnaround and Brand Rejunavation”
Presenter Details-PROF. PRAKASH SINGH
PhD. Scholar(University of Pune ) Assistant Professor(ASM’s IIBR,Pune)
Mobile- 888 888 4030 E mail Id- [email protected] Website-www.prakashsingh.co.in
Brand A Name, Term,
Symbol, Design, or combination there of that identifies a seller’s products and differentiates
them from competitors’
products.Dalrymple & Parsons/Marketing Management 7th edition: Chapter 7 3
A Brand is a …..A Brand is a ….. Name, Term, Sign, Symbol, or Design
intended to identify and distinguish the goods and services from one another
Elements of a Strong Brand
• SINCERITY• CREDIBILITY• RELEVANCY• APPEALING• PROPER POSITIONING• INSPIRATIONAL• CONSISTENCY• UNIQUENESS
The World’s Most Valuable Brands
1. IDEA GENERATION
2. IDEA SCREENING
3. CONCEPT DEVELOPMENT &
TESTING
4. BUSINESS ANALYSIS
5. PRODUCT DEVELOPMENT
6. TEST MARKETING
8. LAUNCHING & EVALUATION 7. COMMERCIALIZATION
IGI SCREENING CD TESTING OF BAPD IN TMC LAUNCHING EVE
Booz,Allen & Hamilton Classification of Schemes for New Product(1982)
1.NEW TO THE WORLD
PRODUCTS
2.NEW PRODUCT
LINES
3.ADDITIONS TO THE
EXISTING PRODUCT
LINES
4.IMPROVEMENTS AND REVISIONS OF
EXISTING PRODUCTS
5.REPOSITIONING
6.COST REDUCTIONS
BRAND TURNAROUND
Re-Branding
Re-Positioning
Re-Appearance
Brands Gone Bad Returned to Glory
Brand Turnaround
Process
Brand Rejunvation
Brand Rejuvenation is a major renovate of a brand and breathe
new life into the brand.
A strategy to recapture the customer value
Act of adding value to the existing brand by improving its product features
• In the advertisement the brand is rejuvenated by the words like, ‘new’, ‘extra’, ‘ultra’.
For example, Lux becomes international Lux.
Brand relaunch sometimes brand do not get the success in the market. In that case companies sometime relaunch the brand with modified features.
For example -Fogg,Cadbury 5 Star,Horlicks,Lifebouy.
The main objectives of rejuvenation are: 1. Rejuvenation aims at revival of brand. The intention is to breathe some new life into a brand that may be showing signs of decline.
2. Even healthy, successful brands may need occasional rejuvenation. Because of competition, some re-formulation and refinement become necessary from time to time. The brand has to be updated. It ensures the steady success of the going brand.
3. It helps keep the brand live and in focus.
Process of refreshing an sick brand Three steps involved1. Discovery: process of identifying the company and what they mean to the customers.
2. Innovation: shortcoming are removed and tested on loyal customers and wholesalers.
3. Expression: project positive image of the brand in the customer’s minds.Product Relaunch: Product launched after a time gap.
DIE
Mobile- 888 888 4030 E mail Id- [email protected] Website-www.prakashsingh.co.in