a brand is forever
TRANSCRIPT
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A BRAND IS
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AGENDA
Intro with an example
Causes
Deconstructing Brand Decline
Revitalizing Brands
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INTRO WITH AN EXAMPLE
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HOW DO YOU ACTUALLY REVIVE A DEAD BRAND?
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WE HAVE EXAMPLES!!
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Look at Taurus.
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After it’s launch, it quickly became one of the company’s top selling models.
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3 years in a row,
BEST SELLING CAR IN THE UNITED STATES
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Then came along, Honda Accord…..
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And Toyota Camry
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Toyota decided to pull the plug on Taurus.
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But, What happened AFTER that?
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Ford reintroduced the Taurus brand.
They reasoned that the brand had much more to offer.
They reasoned that Taurus was clearly a better option compared
to an entirely new and unknown brand
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Sometimes, dying or dead brands may still not be dead.
Maybe they’re alive in terms of a strong brand image.
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Or they might have ruined their image as well.
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Like them
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The Pan American Airlines was doing really well until….
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Someone decided to bomb one of it’s airliners over Scotland and the plane crashed.
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Coming to the CAUSES OF BRAND DECLINE
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There are basically three “actions” that might lead to the disaster
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Number 1MANAGERIAL ACTIONS.. meaning not up to the mark leadership,
management and employees lacking in integrity
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What exactly are managerial actions?
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Compromising on product quality
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Raising prices without corresponding increase in benefits
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Cutting prices in desperation
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Neglecting a brand under the assumption that it will do well anyway
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Moving away from the target audience will lead to instability
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For example, imagine Nike coming out with designer shoes to attract teenage girls.
And how about Angelina Jolie as brand ambassador for it?
BAD IDEA!!
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ENVIRONMENT FACTORS meaning the dynamic nature of the markets
Number 2
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For example, the cigarette brand R.J. Reynolds’ Camel used Joe Camel ( the cartoon character ) to attract children.
BAD IDEA
Outcome : Lawsuit against the company. Negative publicity. Sales decline.
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Number 3
COMPETITIVE ACTIONS meaning taking decisions due to competition
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For example, Kmart was forced to merge with Sears Roebuck to fight Walmart
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DECONSTRUCTING BRAND DECLINE
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A prolonged decline is a clear warning
When the decline is detected these three options can be looked at..
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1Differentiate the brand from the others
Either price a similar product to the one in the market lower.Else, make the product standout from
the others in terms of features.
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2Maintain a strong brand image and awareness must not fall.
For example, Levi’s fell back by sticking to it’s classic image.
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3Follow the customer
Know what he has to say about your brand
If he switches brands, know what pulled him away and manage accordingly.
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REVITALISING BRANDS
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Try estimating if the brand can regain its former glory and stand out.
Carefully choose target audience and invest in it
Understand what went wrong in the strategies and correct it
Rebuild quality as it will never go unnoticed in the long runResist temptation to milk the brand
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THANK YOU
Created by Shravya Ramesh, SVCE Chennai, during an internship by Prof. Sameer Mathur, IIM Lucknow.