Brand Awareness

Refresh old
sources of
brand equity

Brand
revitalizatio
n strategy

Expand depth and

breadth of
awareness and
usage of brand

Create new
sources of
brand equity

Group 1

Increase quantity
of consumption
(how much)

No major changes in
brand elements
No creation of new
secondary
associations

Identify additional
opportunities to use
brand in same basic
way

Increase
frequency of
consumption
(How often)

Depth - Consumers still

recognize and recall the
brand
Breadth Think of brand
only in narrow ways (Narrow
taste profile)

Identify completely
new and different
ways to use brand

A drink to have when you are

yourself Doing your favorite
hobby, Watching your favorite
movie, etc.

Individualistic No increase in
quantity of consumption
Negative response for increase
in package size
Promote different situations for
consumption Associations
with individualistic behavior

Improving strength, favorability & uniqueness of

brand associations
Bolstering fading
associations:
Strong brand
association to be
Neutralizeand
identified
negative
bolstered
associations by
altering the
marketing
strategy:
18-29 age group
doubts
authenticity
30-44 age group
concerned about
health
Lack of focus for
Snapple/ where is
Wendy?
Lack of
availability
Create
new
associations

Group 1

Retain vulnerable
customers

Recapture lost
customers

Identify neglected
segments

Attract new
customers