BRAND REVITALISATION

Presented to Dr. Sugandha Agarwal

By
Siddhant
Kamini kumari
Shahab Malik
Ritesh Gupta
Suraj Barik

Brand Revitalization Strategy employed when a brand has reached maturity

and profits begin to decline; approaches to revitalisation may include one or
all of market expansion, product modification or brand repositioning.
OR

A strategy to recapture lost sources of brand equity and identify and

establish new sources of brand equity. This may include product modification
or brand repositioning.

BRAND REVITALIZATION MEASURES

Increasing Usage.

New Markets.

Image Change.

Brand Enhancement

INCREASING USAGE

Reduce doubts associated with more or frequent user.

Provide incentive to use frequently Consumers use more quantityNew uses

NEW MARKETS

Reach to new markets not targeted so far.Eg: Cadbury Diary Milk promoted in adults
market

New segments Rural Marketing

IMAGE CHANGE

Add new association when existing associations become obsolete.Eg: DaldaVanaspati to

Dalda Active

When associations wearout because of frequent use.Eg: Nestle Maggi repositioned from
rich soups with implied thickness to soups that satisfies evening hunger.

Commoditization-brand needs differentiation.Eg: Xerox

BRAND ENHANCEMENT
Add new valued differentiators
Service(Indian Airlines)
Features (Surf)
Availability (Maruti)
Guarantee

Value disciplines
Innovation (Sony)
Intimacy (IBM)
Operational Excellence (Dell Computers)

BRANDING CHALLENGES

Branding Decision

Brand-Sponsor Decision

Brand-Name Decision

Brand-Strategy Decision

Brand-repositioning Decision

BRANDING DECISION

Brand

No brand

BRAND-SPONSOR DECISION

Manufacturer Brand

Distributor Brand

Licensed Brand

BRAND-NAME DECISION

Individual Names

Blanket Family Names

Separate Family Names

Company Individual Names

BRAND-STRATEGY DECISION

Line Extension

Brand Extension

Multi Brands

New Brands

Co brands

BRAND-REPOSITIONING DECISION

Repositioning

No-Repositioning

COBRANDS

In co branding one or more well known brands are combined in an offer. Each brand
sponsor will expect that the other name will strengthen preference or purchase intention.

Each brand hopes it might be reaching a new audience by associating with the other
brand

15. Co-branding forms1. Ingredient Co-branding.Eg; Dell Computers with Intel

processors2. Joint-venture British Airways and Citibank 3.Multiple sponsor co-branding

THANK YOU
Have a lovely day and we are thankfull to havyou..such a wonderfull audience , viewers.
We hope this presentation will add something to your brain box with some valueand thanks
once again for your patience listening.