10. Growing And Sustaining Brand Equity

Front 1

Why do brand need continuous management?

Back 1

Due to changes in the;

Consumer behaviour

Government regulations

Competitive strategies

Tech advances

& past V current marketing activities alter consumer reponses

Front 2

Brand reinforcement strategies

-brand awareness

-brand image

Back 2

Front 3

Maintaining brand consistency

Back 3

Brands need continued research and debelopment and commumications. This is continue with innovations to address to changes in consumer tastr and preference. Also continue a presence in the consumer minds.

Front 4

Fortifying V leveraging brand equity

Back 4

- trade off between the 2 approaches

- design marketing programs to maximise brand awareness and image

Front 5

Brand revitalization strategies

Back 5

Refresh old sources of CBBE (eg. Harley davidson)

Create new sources of CBBE (eg. Mazda. Expensive rotary engines to efficient skyActiv)

Expand brand awareness (identify new usage opportunities)

Improve brand image by identifying target market, repositioning, altering brand elements

Adjustments to brand portfolio by acquiring new customers, retiring brands &migrating strategies

Front 6

Marketing program for a global brand

Back 6

Product formulation

Package design

Promotional program

Pricing schedual

Distribution plan