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.