Brand Reinforcement

strategic make MANAGEMENT ASSESSMENT Birmingham University Business develop Msc selling 1205306 TA-CHENG LIU Words 2992 Question betrays impoverishment to be man progressd over time. This involves Tos give the axeisToscanis. With reference to academician theory outline how defacements have reinforced and meliorate themselves. You should illustrate your points with examples This paper aims to discuss that organizations how to put on strategic actions to leaven sucker and re criticalize daub virtue in safe competition. In call of ripe trade, amounts of organizations want to be managed as steels in instal to generate avails and profits for organizations. Kapferer, 2008) Indeed, grasss ar built on quondam(prenominal) marketplaceing efforts obtained from consumers. As Kapferer (2008) document, tags could be likewise seen as assets which produce pull ins within extensive period. However, spots maybe encounter ripening and decay in their animatenesscycle . (Keller, 1999) Further more(prenominal), some punctuates may be inability to compete in the strongly competitory market, because consumers may change their indigence on this category. In addition, regulations and advanced technology peradventure influence injurys losing their presence in the jakget market. doubting Thomas & Kohli, 2009) Therefore, this paper ordain discuss two discolourations of behind, loony s change surface-spot and Marlboro. They have suffered the difficulties at different moments, hence, two ships ac telephoner had experience on send advantage and strike out revitalisation. check to Thomas & Kohli (2009), patsy sweetener aims to maintain the top-of-mind recall with consumers. Marketers actually could redesign marketing cock in lay to fortify position. more importantly, smear blondness will consist with send ack straightawayledgment. However, grease revivification get to revive aging or decaying leaf blades.When the sets are go ing to decay, the discolouration integrity will decrease at the same time. Therefore, Wansink (2000) provided 7 go include dislodge and product transformation to rejuvenate make abduces. Indeed, Ind (2007) argued that storytelling is another important proficiency which integrates past experience and future direction of grimes. Companies sometimes nevertheless think about reposition, but describing a instigator story could do good companies make stronger relationship with consumers. Overall, companies should piddle long term schema to sustain the print intent.to a greater extentover, I am positive(p) that grasss get to reassign their communication channel besides traditional chaw media. It benefits them fail bell ringer mountain range in consumers mind. According to Kaperer (2012), Brands are assets that could generate benefits to company within long time. Therefore, companies assume to ceaselessly manage their brand beauteousness over time in coiffe to bar recidivate presence in the industry. Specifically, the standard of brands life could be assignd as birth, growth, maturity, decline, and death. During the brand life cycle, companies inevitably encounter dynamics of market.Consequently, their brand faithfulness may piecemeal suffer the difficulties and be emaciated in the future. (Lehu, 2006) Therefore, marketers need consider brand advantage and brand revival meeting to sustain the brand. Indeed, it is the important accountability that determine the when the brand should survey reinforcing or reviving for brand managers. As Keller documented (1999), brand accompaniment cut downs on avoiding brand aging and decaying. It will benefit companies fortify the brand mountain chain and brand knowingness by innovating product and service in agonistic market.On the other hand, brand revitalization mainly recapturing the brand candor which has been decaying and aging over time. As for maintaining the brand legality in a lo ng period, organizations need to shoot system for brand enhancement. The purpose of reinforcing brand is maintaining top-of-mind recall in the competitive industry. (Thomas & Kohli, 2009) Literaturely, thither are two major considerations of brand pay absent for marketers staying at young stage and brand consistency. In order to stay at youthful stage, marketers should create junior brand look-alike to instead chronological age of brand.Specifically, companies could regularly advance their products or function in order to conform in dynamic environment. (Lehu, 2006) Therefore, Keller (2012) suggested that companies could enhance the product-related achievement to raise the pry of brands. Moreover, organizations could use any category extension or line extension to spike brand awareness. On the other hand, reinforcing non-product-related performance of brands is anticipate to pursuit emotion and belief to consumers. Furthermore, I consider that excessive updating or exte nding may result in negative perception of consumers.Actually, they perhaps confuse on overmuch products from the specific brand. Consequently, it will decrease the favorability of the brand. In addition, maintaining brand consistency is a polar asp viperect of reinforcing brand. Because keeping leal consumers is the just about important task of the brand. Hence, marketers should protect their elements of brand right advance. Nevertheless, brand managers could attempt to reformulate elements of brand justice under the consistency concept. I am convinced that it is important to integrate consistency and youthfulness at the same time for brands.Therefore, companies would redesign their marketing mix in order to meet the both(prenominal) objectives of brand enhancement. As for distribution, companies can establish online shop to concern with youngsters in the digital generation. Moreover, they should enhance their service in order to easily contact with consumers. (Lehu, 2006) In terms of communication channel, he asserts that exhibitions are a vital fair which could demonstrate and pass on products with consumers. It benefits companies fortify their brand image in consumers mind. In addition, event and sponsorship can reach more potential consumers due to wide exposing.Subsequently, companies could innovate their merchandising to strengthen the brand image. (Olaito, 2010) More importantly, brand research is to the highest layer important technique before aforementioned actions. As LePla, Davis & Parker documented (2003), brand research can benefit companies for understanding the need of new generation. Furthermore, brand managers need to monitor changes in consumer perceptions. (Thomas & Kohli, 2009) Hence, brand managers can conduct suitable strategies to adapt the trend. In order to apply the theory preceding(prenominal) in the real world, subdued 7 is an fit case to interpret brand reinforcement.It is the third more or less smoked tobacco in the industry. They dominated the municipal market and Asia market for long time because they continually maintaining brand legality. (http//www. jt. com) Moreover, their sales of worldwide market piecemeal grew at the current moment. (http// planetary. tobaccofreekids. org) Indeed, the company concentrates on junior smokers due to the increasing need of young smokers. This targeting schema benefited easy vii remain the junior brand image in the industry. Initially, round the bend septenary attempt to develop variable products from 10mg of tar to 1 mg of tar of butt joints.New products were generated with milder taste and lower level of tar to meet consumers requirement. (http//www. tobaccoasia. com) It is expected increase brand honor by line extension. Furthermore, dotty Seven unceasingly advances new filter technologies to protect its advantages. As for packaging, Mild Seven reformulate some of brand image. The company created a symbolic image to support the brand realise. Furthermore they use blue and white need of bearing for whole products in order to youthfulness. (http//www. thedesignassoc. om) Although Mild Seven changed the part of image, the brand still well-kept the consistency in consumers mind. Moreover, Mild Seven used the recycled materials on packaging for meliorate negative image when merchandising faggots. (http//www. thedesignassoc. com) Subsequently, Mild Seven sponsored a team up of Formula One in order to blow ones stack brand exposure worldwide. It made a material constituent to the brand awareness. (http//www. auto123. com) Moreover, the symbol of Mild Seven has been impressive in audiences mind in the global market. Ultimately, Mild Seven refractory to manufacture cigarettes in Switzerland for timbre license.Consequently, consumers in Europe have more confidence on its products. This efficiently enhances brand equity for Mild Seven. (http//www. ciggiesworld. com) Conversely, Marlboro is another significant example. It has ever fix a decaying brand in 1950s, but they now are the best-selling cigarette brand in the world. (http//www. bukisa. com/) After revitalization, the company attempt to sustain the brand equity in a long period. Marlboro encountered some(prenominal) difficulties few decades ago such as exotericizing limit (http//www. marketingweek. co. uk) and healthy concern. Morgan, 2007) Therefore, the company decided to continually fortifying their branding equity to against dynamics. Because governments prohibit advertisement of cigarette on volume of volume media in majority of countries, Marlboro cannot promote their characters and products efficiently even though Marlboro manhood has already been impressive in consumers mind. (http//www. marketingweek. co. uk) Consequently, the company move into sponsorship which benefited the brand being exposed on mass media. (Hemdev, 2005) Refer to Lehu (2006) mentioned, Marlboro canalizered their distribution to night clubs whi ch are admitted progress for adult. Hemdev, 2005) It benefited the company reach target consumers directly. Simultaneously, Marlboro changed the product name with different color before the FDA limited mislead brand name. (Hemdev, 2005) It may decrease the encounter of brand equity because ever-changing brand name unawares results in making consumers confused. But Marlboro still act to remain the brand consistency over time. To maximize brand equity, Marlboro genuine an electronically heated cigarette for smokers who concern health issues. Moreover, it will benefit the company expanding brand association into the potential market and improving healthy concern.In addition, Marlboro authorized the brand name for enclothe manufacture. (http//www. marlborooriginals. co. za) It benefits them maximizing brand awareness when implementing category extension. The cases betoken that both brands actively implement brand reinforcement in order to fortify their competition in the cigare tte industry. However, both companies use standardized strategies for strengthen brand equity. It possibly decreases degree of strength and singularity of brand associations. Hence, I concur that brands are expected to differentiate promotion because unique brand enhancement could lure consumers attention.As for youthfulness, brands should concentrate on Internet medium and social media in the digital generation because younger generations spend a lot of time on it. Consequently, brands could reach more potential consumers than before. In addition, there are less limits of advertisement of cigarette than rule mass media. Companies have more opportunities to reinforce their brand equity. On the other hand, some brands have already lost their value from consumers. Therefore, marketers need to rejuvenate the decaying brands in order to revive in the market. Thomas & Kohli, 2012) In addition, some organizations are interested in acquiring aging brands or declining brands and they at tempt to re ponder the brands. It may benefit them expanding to different market. (Kaperer, 2012) In terms of revitalization process, Berry (1988) suggested that 7 steps of revitalizing strategy for companies. Initially, it needs to reposition innovative products or services with high quality. This probably gets consumers attention again. Secondly, the quality should be connected with their heritage and reputation.Thirdly, companies need to improve customer relationship in order to benefit the brands. Moreover, marketers should rush along visible brand value to consumers. Subsequently, promoting the unique selling point is crucial to differentiate former products and competitors. Specifically, brand manager should pursue additional value and skinny quality at competitive price to consumers. Moreover, companies could in addition provide superior functional benefits which may recollect the brand image. (Thomas & Kohli, 2009) In addition, organizations should integrate rejuvena tion with marketing mix.More importantly, brands need to hold an event or drifting in order to announce their revitalization. Besides 7 steps, Keller (2012) mentioned that brand manager could identify additional or innovative usage with consumers on brand revitalization simultaneously, they sometimes identify different direction to utilise a brand. Therefore, reposition becomes a common technique of revitalization, but brand managers have to carefully define a new target market when they decided to reposition the brands. (Thomas & Kohli, 2009) However, there are some risks when companies assess the reposition strategy.Firstly, it is difficult to change brand image for consumers due the stereotype. Secondly, consumers may confuse between the previous image and new brand image. Finally, it possibly loses loyal consumers. (Keller, 2012) In order to rejuvenate brand image, most organizations attempt to modify the visual identity of brand. Indeed, changing the brand name is a frequent revitalization strategy by marketers. It could improve negative image of original brand name with consumers. However, renaming the brand probably decrease the degree of loyalty, brand recall and brand association. Keller, 2012) In addition, Mininni (n. d. ) suggest that revitalization needs to transfer the logo, trademark and trade dress could refresh brand image. But it may require repackaging with innovative products to younger generation at the same time. Although modifying either brand name or logo is expected to promote innovative gist of brand to consumers, companies possibly invent huge amounts of expenditure on interpreting a new identity from an old one. Indeed changing the colors and the fonts is an easier and cheaper action for modifying visual identity and pitiable toward the fresh image.According to Ind (2007), storytelling is another tool for brand revitalization. Consumers and companies could be engaged in the story which describes brand tale. Because brands possi bly become aging within long time, consumers gradually have weak association with aging brands. Hence, Storytelling is a crucial medium to awake consumers memory of brands. In fact, I am convinced that storytelling could efficiently benefit companies on consumer retention while companies change the elements of brand equity. Additionally, honor endorsement is a useful technique for brand revitalization.Because celebrities can provide additional value from celebrities image, they can improve brand image and attract consumers attention for aging brands. Moreover, laurels endorsement could extend communication channel of brand such as TV, magazine, activities and film. Consequently, companies attempt to sign a contract with younger and fashionable in order to returning youthfulness. Furthermore, celebrity could easily build association when companies assess repositioning. However, celebrity endorsement sometime has negative impact on brand image when celebrities have negative behavior s or news.More importantly, organizations should carefully choose suitable celebrities who own the public image as same as brand. (Lehu, 2006) The Marlboro Cigarettes is a famous example to understand the revitalization steps in reality. In the early period, Marlboro Cigarettes failed on womanly market in the United say in 1902. They initially introduced the campaign Mild as may in order to reach ladys image. Furthermore, they move to design red tips with cigarettes in order to meet females requirement, but it did not benefit the sales of Marlboro. (http//www. bukisa. om/) In addition, the need of cigarette annually increased in the United Stated during the World of War II, whereas, Marlboro gradually was taken off the market due to weak brand awareness. Consequently, Marlboro tried to launch the filtered cigarettes for the female markets. The new products also aimed to against a study linking smoking to lung cancer. (http//voices. yahoo. com) However, the strategy could not ben efit the company getting strong presence in the market. It is evidenced that Marlboro failed on brand enhancement even though they worked hard for consumers perception. http//www. bukisa. com/) Therefore, Marlboro decided to completely renew the brand position. The company changed the target consumer from females to males with a campaign called tattooed man. The character is expected significantly establishing strong image in consumers mind, because the stereotype of man was a worker, a captain, a marine and an adventure in the United Stated in 1900s. Specifically, Marlboro created a cowboy as the Marlboro man in advertisement. (http//adage. com) The companies also use celebrity endorsement as Marlboro Man to strengthen their personality.Since then, the cowboy has become an impressive image for both smokers and non-smokers when they thought about Marlboro. As for product innovation, Marlboro developed a longer and white color of appearance of cigarettes. Compared to competitors, i t was a unique feature which appealed high quality of cigarettes to consumers. http//www. bukisa. com/ Simultaneously, Marlboro redesigned the packaging with red, white and black-lettered in order to learn the independent spirit. (Hemdev, 2005) After revitalization, Marlboro turned round in the cigarette market in the USA.Furthermore, the brand became the bounteousness brand and market leader in the world. As a result, the theory of Berry (1988) is convinced to victor on brand revitalization. Comparing to Marlboro, Mild Seven did the brand well for long time, but the company plans to revitalize brand due to moving to global market. In order to obtain more market share in the regions besides Asia, Mild Seven decided to create a new brand name, Mevius which instead of Mild Seven. (http//www. jt. com/) In fact, the new name would benefit the company adapting in FDAs constitution of brand name.Although Mevius is a new name, it still remained the meaning of brand. Furthermore, the ne w name is expected to esteem to support position for western consumers. In addition, the packaging strategy keeps the icon and color of origin with new outdoor design. (White, 2012) Indeed, Mild Seven integrated brand equity of past and future this may decrease risk of brand association with consumers. Both brands attempt to reposition their brand equity for revitalization, but they did not efficiently connect to previous elements.Mild Seven and Marlboro have enough heritage in the industry, they could actually utilize their history conveying a story to consumers. As Ind documented (2007), storytelling can remind the consumers perception on brands. Moreover, it benefits brands retaining ripened consumers. In my opinion, the best technique of brand revitalization will retain the loyal consumers and refresh brand equity at the same time. In conclusion, brand reinforcement and brand revitalization are crucial consideration for brand managers. Both of them have similar strategy in the market, but they are utilize at different moment.Therefore, organizations tend to maintain brand consistency and protect source of brand equity in order to survive in the competitive environment. Although most of scholars assert that brand should consistently evaluate their products and consumers perception, I personally consider that organizations need to innovate their communication channels in the modern society. Because of advanced media, people would obtain information widely therefore, gird communication benefit brand fortifying brand equity and easily contacting with more potential consumers.On the other hand, companies concentrate on refreshing brand image by brand revitalization hence, they always reposition the brand to improve negative brand equity. But it is overpriced to reposition brands, some brand managers would redesign logo and packaging to rejuvenate brands. It possibly diminish the degree of risk for companies. In fact, I assert that it may be dangerous to rename the brand, which may lose their heritage with consumers. Although Mild Seven was successful on the decision, most consumers can not associate it between the Mevius and Mild Seven.In my opinion, revitalized brand should convey messages in order to make younger generations realizing brand heritage and value. It could build stronger relationship with consumers. In addition, Remaining brand history benefit companies retaining loyal consumers. Overall, brand managers should conduct long term strategy before building brands because sustaining brand equity is a profitable contribution to companies. References A Busy Year for Japan baccy (2012) visible(prenominal) from http//www. tobaccoasia. com/previous-issues/95-articles-q2-12/519-a-busy-year-for-japan-tobacco. tml Accessed on 3 frame in 2013. Berry, N. C. (1988) improve brands. Journal of Consumer Marketing, 5 (3) 15-21. Burnet, L. (1999) The Marlboro Man. usable from http//adage. com Accessed on 2 meet 2013 Hemdev, P. A. (2005) Marlboro-A Mini Case Study. The Marketing Review, 5, 73-96 Ind, N. 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