9: Managing Brands Over Time

Question 1

What are the 4 components to reinforcing brands?

Answer 1

1. Maintaining Brand Consistency
2. Protecting Sources of Brand Equity
3. Fortifying versus Leveraging
4. Fine-Tuning the Supporting Marketing Program

Question 2

What are the 2 key aspects of maintaining consistency?

Answer 2

– Consistency of marketing support, and

– Consistency of brand associations

Question 3

What are the 2 strategic options for revitalizing brands?

Answer 3

1. Expand the depth or breadth of brand awareness, or
   both
2. Improve strength, favorability, and uniqueness of the
   brand associations

Question 4

How to expand brand awareness?

Answer 4

• Identifying Additional or New Usage Opportunities

* Identifying New and Completely Different Ways to Use the Brand

Question 5

How to improve brand image?

Answer 5

• Identifying the Target Market
• Repositioning the Brand
• Changing Brand Elements

Question 6

What are the key target market segmentsas part of the brand revitalization strategy?

Answer 6

– Retaining vulnerable customers
– Recapturing lost customers
– Identifying neglected segments
– Attracting new customers

Question 7

What is brand migration strategy?

Answer 7

– Helps consumers understand how various brands in
the portfolio can satisfy their needs
▪ As they change over time or as products and
brands themselves change over time