BU470 Lecture Notes - Lecture 8: Cream Cheese, Brand Equity, Marketing Mix
Document Summary
Managing brands over time: brands need constant attention, continuous innovation keeps the branded product and its meaning relevant, failure to innovate can kill a brand if it ignores changing market conditions or expectations. Brand lost its bounce: reinforce or revitalize its brand meaning, reinforcing = evolving consistency. Reinforcing: strategies: relevance in user and usage imagery, consistency in amount and nature of marketing support, continuity in brand meaning, changes in marketing tactics, protecting sources of brand equity, forfiting. Other ways to revitalize: defining new usage opportunities (ex. cream cheese, update packaging (coke name campaign)
