Brand Reinforcement & Revitalization

Brand Reinforcement
Definition: The Brand Reinforcement majorly focuses

on maintaining the Brand Equity by keeping the brand alive among both
the existing and new customers. This can be done through consistently
conveying the meaning of brand in terms of:
 What are the products under the brand? What are its core benefits
and how it satisfies the demand?
 How is the brand different from other brands? How it enables a
customer to make a strong, unique and favourable association in their
minds?
Brand reinforcement includes regular monitoring of a product at all the

levels of product life cycle ( viz. Introduction Stage, Growth Stage, Maturity
Stage and Decline Stage) to keep a check on the changes in the tastes and
preferences of customers.
The marketers adopt this strategy to remind customers about the brand
and its long-lasting benefits. In order to keep the brand in the minds of the
customer, several innovations, researches, and creative marketing
programs are made in line with the changing marketing trends.
Apart from innovation and research the brand reinforcement can be done
through various marketing programs such as:
1. Advertising is one of the most common and easy tool of brand
reinforcement. By showing the ads frequently on TV, Internet, Bulletins,
Billboard, Radio, etc. can make the brand deep-rooted in the minds of the
customer.
2. Exhibition provides a vital platform to the brands where the product
with any new feature can be demonstrated to the customer. Products seen
in real gives an experience to the customer, and some image gets created
in their minds.
3. Event and Sponsorship act as an aide to the brand reinforcement.
The companies sponsor big events like sports, political rallies, education,
award functions, etc. with the objective of reminding the customer about
their product and creating the positive image in the minds of new
prospects.
4. Showroom layout also plays a vital role in strengthening the brand
image in the minds of the customer. The way the brands are placed in the
retail outlets or stores reminds the customer about the product and also
influences new users through its appeal.
5. Promotion is the most frequently used tool of brand reinforcement.
Several companies adopt this strategy wherein some special offers,
freebies, discounts, gift packs, etc. are given along with the product. This is
done with the intention to retain the existing customers and attract new
customers simultaneously.
Thus, each firm tries to maintain its brand position in the minds of all the
prospective customers such that the life of the product gets extended and
remain in the race of competition.
Brand Revitalization
Definition: The Brand Revitalization is the marketing strategy adopted
when the product reaches the maturity stage of product life cycle, and
profits have fallen drastically. It is an attempt to bring the product back in
the market and secure the sources of equity i.e. customers.
Example: Mountain Dew, A Pepsi product, was launched in 1969 with the
tagline “Yahoo Mountain Dew” that flourished in the market till 1990. After
that the sales of mountain dew declined due to which it was re-positioned,
its packaging was changed, and the tagline was changed to “Do the Dew”.
It targeted the young males showing their audacity in performing the
adventurous sports. This led the Mountain Dew to the fifth position in the
beverage industry.
Despite a good reinforcement strategy, a product has to be revitalized

because of some uncontrollable factors such as competition, the invention
of new technology, change in tastes and preferences of customers, legal
requirements, etc.
The brand has to be revitalized because of the following reasons:
1. Increased Competition in the market is one of the major reasons for

the product to go under the brand revitalization. In order to meet with the
offerings and technology of competitor, the company has to design its
brand accordingly so as to sustain in the market.
2. The Brand Relevance plays a major role in capturing the market.
The brand should be modified in accordance with the changes in tastes
and preferences of customers i.e. it should cater the need of target market.
3. Nowadays Globalization has become an integral part of any
business. In order to meet the different needs of different customers
residing in different countries the brand has to be revitalized accordingly.
4. Sometimes Mergers and Acquisitions demand the brand
revitalization. When two or more companies combine, they want the
product to be designed from the scratch in a way that it appeals to both and
benefits each simultaneously.
5. Technology is something that is changing rapidly. In order to meet
with the latest trend, the companies have to adopt the new technology due
to which the product can go under complete revitalization.
6. Some Legal Issues may force a brand to go under brand
revitalization such as copyrights, bankruptcy, etc. In such situations, the
brand has to be designed accordingly, and the branding is to be done in
line with the legal requirements.
In order to overcome the problems mentioned above following are
some ways through which Brand Revitalization can be done:
1. The Usage of a product can be increased by continuously

reminding about the brand to customers through advertisements. The
benefits of the frequent use of a product can be communicated to increase
the consumption, e.g., the usage of Head & Shoulders on every alternate
day can reduce dandruff.
2. The untapped market can be occupied by understanding the needs
of the new market segment. The brand revitalization can be done to cater
to the needs of new customers, e.g.; Johnson n Johnson is a baby product
company but due to its mild product line the same can be used by ladies to
have a soft skin and hair.
3. The brand can be revitalized by entering into an entirely New Market.
The best example for this is Wipro, who has entered into a baby product
line.
4. Another way of getting the brand revitalized is through the Re-
positioning. It means changing any of the 4 P’s of marketing mix viz.
Product, price, place and promotion.The best example of re-positioning is
Tata Nano. On its launch, it was tagged as the “cheapest Car” that hurt the
sentiments of customers, and the sales fell drastically. To revive the sales,
the new campaign was launched “Celebrate Awesomeness” that re-
positioned its image in the minds of the customer.
5. A brand can be revitalized by Augmenting the Product and
Services. The company should try to give something extra along with the
product that is not expected by the customer. Some additional benefits can
revive the brand in the market e.g. A plastic container comes with a surf
excel 1 Kg pack that can be used for any other purpose.
6. The brand can be modified through the Involvement of
Customer The feedback about the product and services can be taken from
ultimate consumer and changes can be made accordingly. Customer’s
involvement is best seen in service sector wherein feedback forms are filled
in at the time of availing the services such as hotels, restaurants, clubs,
flights, trains, etc.
This shows that brand revitalization is an essential to the success of any
product. The firm takes all the necessary steps to keep its product very
much alive in the market.

Brand Reinforcement & Revitalization

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Brand Reinforcement & Revitalization

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Brand Reinforcement

Definition: The Brand Reinforcement majorly focuses

Brand reinforcement includes regular monitoring of a product at all the

Despite a good reinforcement strategy, a product has to be revitalized

The brand has to be revitalized because of the following reasons:

1. Increased Competition in the market is one of the major reasons for

1. The Usage of a product can be increased by continuously

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