Brand Reinforcement & Revitalization
Brand Reinforcement & Revitalization
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?
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.