brand reinforcement

BRAND REINFORCEMENT Brand offers differentiation

Brand is an enduring asset, needs to be carefully managed

Brand leaders have stood the test of time

Tata Nano Pre-Orders reach 51k in four days

REPORT: Tata Motors has 5,00,000 application

Brand equity reinforced by marketing actions• WHAT: Products, core benefits and needs• HOW : Superior products, strong and favourable

brand associations

“MILD, GENTLE AND CARING”

FAILED TO CAPITALISE Reinforcing brand equity requires innovation and

relevance throughout the marketing program.

Some of the brands which did not move forward:• Pears• Kodak• Oldsmobile• Kmart

DOWNSLIDE OF “PEARS” One of the longest-running brands in marketing

history Intensive advertising by Thomas J Barratt (father of

modern advertising) An idea that was effective a generation ago would

fall flat, stale,and unprofitable if presented to the public today

In pursuit of our ideal of cleanliness, the soap bar has been deemed unhygienic

Pears share fell – 3 percent. Unilever discontinued pears and dove became flagship product

BRAND REVITALISATION• Changes affect fortunes of brands• Impressive comebacks have been

made

HARLEY DAVIDSON Twice escaped bankruptcy Sales depressed by product quality

problems Licensed its names for ill adviced ventures

(cigrates, wine coolers) Today market leaders

• Strong brand community (HOG)• Cost• Customisation (CVO)• After Sales Support• Range • Core value: Retro look, Classic V twin engine sound• Harley promotion, especially in movies

So what made Harley come back?????