A BRAND IS

AGENDA

Intro with an example

Causes

Deconstructing Brand Decline

Revitalizing Brands

INTRO WITH AN EXAMPLE

HOW DO YOU ACTUALLY REVIVE A DEAD BRAND?

WE HAVE EXAMPLES!!

Look at Taurus.

After it’s launch, it quickly became one of the company’s top selling models.

3 years in a row,

BEST SELLING CAR IN THE UNITED STATES

Then came along, Honda Accord…..

And Toyota Camry

Toyota decided to pull the plug on Taurus.

But, What happened AFTER that?

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

Sometimes, dying or dead brands may still not be dead.

Maybe they’re alive in terms of a strong brand image.

Or they might have ruined their image as well.

Like them

The Pan American Airlines was doing really well until….

Someone decided to bomb one of it’s airliners over Scotland and the plane crashed.

Coming to the CAUSES OF BRAND DECLINE

There are basically three “actions” that might lead to the disaster

Number 1MANAGERIAL ACTIONS.. meaning not up to the mark leadership,

management and employees lacking in integrity

What exactly are managerial actions?

Compromising on product quality

Raising prices without corresponding increase in benefits

Cutting prices in desperation

Neglecting a brand under the assumption that it will do well anyway

Moving away from the target audience will lead to instability

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!!

ENVIRONMENT FACTORS meaning the dynamic nature of the markets

Number 2

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.

Number 3

COMPETITIVE ACTIONS meaning taking decisions due to competition

For example, Kmart was forced to merge with Sears Roebuck to fight Walmart

DECONSTRUCTING BRAND DECLINE

A prolonged decline is a clear warning

When the decline is detected these three options can be looked at..

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.

2Maintain a strong brand image and awareness must not fall.

For example, Levi’s fell back by sticking to it’s classic image.

3Follow the customer

Know what he has to say about your brand

If he switches brands, know what pulled him away and manage accordingly.

REVITALISING BRANDS

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

THANK YOU

Created by Shravya Ramesh, SVCE Chennai, during an internship by Prof. Sameer Mathur, IIM Lucknow.