Befinition

A strategy to recapture lost sources of brand

equity and identify and establisb new
sources of brand equity. Tbis may include
product modification or brand repositioning.
!e\italization efforts could mo\e in two
directions.
Tbe brand may be ad|usted or modified to
appeal in tbe market
Lrand's market may be ad|usted
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!ooI:,Dn:u1:
ncreasing usage.
New markets.
mage cbange.
Lrand enbancement,
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ore con\enient to use.---AGG,T!,KELLOG$
etc.
!educe doubts associated.-----\ATKA,$ET
VET,LO!EAL etc.
lro\ide incenti\es.---L!T$H A!VAY$,
lLATNU A!
New uses.------`ET O$UTO AT.
+ Dn1I!:.
each to new maikets not taigeteu so
fai----Asian countiies
(Nc B0NALB'S),iuial aieas(B0L)
NEW SEuNENTS------covei unattacheu
segments(shampoo pouches, solai
lights)
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Auu new associations when existing one
becomes obsolete------SPLENB0 pio
Commouitization.--------XE0X uoes not mean
photocopying, it's a bianu.
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Auu new valueu uiffeientiatois------
availability(B0L),
value uisciplines----
innovation(S0NY),intimacy(NA0TT)
% \O'.