This document discusses strategies for brand revitalization when a brand reaches maturity and profits decline. It identifies increasing usage, entering new markets, changing brand image, and enhancing the brand as key revitalization measures. Increasing usage involves reducing doubts about frequent use and providing incentives. New markets involve targeting segments not previously reached. Image change adds new associations or repositions associations that have become obsolete. Brand enhancement adds new differentiators like features or availability. The document also discusses branding challenges like deciding between branding vs no branding, manufacturer vs distributor brands, and strategies like line extensions, brand extensions, and co-branding.

1. Presented to Dr. Sugandha Agarwal
By
Siddhant
Kamini kumari
Shahab Malik
Ritesh Gupta
Suraj Barik
BRAND REVITALISATION

2. • 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.

3. BRAND REVITALIZATION MEASURES
• Increasing Usage.
• New Markets.
• Image Change.
• Brand Enhancement

4. INCREASING USAGE
• Reduce doubts associated with more or frequent user.
• Provide incentive to use frequently Consumers use more quantityNew uses

5. NEW MARKETS
• Reach to new markets not targeted so far.Eg: Cadbury Diary Milk promoted in adults
market
• New segments Rural Marketing

6. 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

7. BRAND ENHANCEMENT
• Add new valued differentiators
Service(Indian Airlines)
Features (Surf)
Availability (Maruti)
Guarantee
• Value disciplines
Innovation (Sony)
Intimacy (IBM)
Operational Excellence (Dell Computers)

8. BRANDING CHALLENGES
• Branding Decision
• Brand-Sponsor Decision
• Brand-Name Decision
• Brand-Strategy Decision
• Brand-repositioning Decision

9. BRANDING DECISION
• Brand
• No brand

10. BRAND-SPONSOR DECISION
• Manufacturer Brand
• Distributor Brand
• Licensed Brand

11. BRAND-NAME DECISION
• Individual Names
• Blanket Family Names
• Separate Family Names
• Company Individual Names

12. BRAND-STRATEGY DECISION
• Line Extension
• Brand Extension
• Multi Brands
• New Brands
• Co brands

13. BRAND-REPOSITIONING DECISION
• Repositioning
• No-Repositioning

14. 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. • 15. Co-branding forms1. Ingredient Co-branding.Eg; Dell Computers with Intel
processors2. Joint-venture British Airways and Citibank 3.Multiple sponsor co-branding

16. 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 value…and thanks
once again for your patience listening.