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Managing Brand in the Long Run

In: Business and Management

Submitted By Vikasdole
Words 2761
Pages 12
Managing Brand for the long run : Brand Reinforcement and Revitalization
Prof. Vikas S. Dole, Lecturer
Neville Wadia Institute of Management Studies & Research, Pune- 01
Email: dolevikas@gmail.com, Mobile: 09764823924

Abstract:
A strong brand is a powerful driver of sales, profit and shareholder value. That’s why market value of fortune companies is more in intangible assets. Even the most popular brands face the danger of getting lost unless they reflect the changing customer preferences. Managing brand over period of time is a big challenge for the marketers today. Brand Proliferation is the order of the day. Rigid brands can become irrelevant in the face of changing priorities and changes in competitive market. Marketing Environment is continuously changing. Change in consumer behavior, Competitive strategies, technological changes and other aspects of marketing environment is making work of brand managers challenging.

In this article, the author has tried to discuss tactics for brand reinforcement and revitalization to manage brand for the long run.

Keywords: Brand, Reinforcement, Revitalization, Extension, Repositioning, Awareness.

Managing Brand for the long run: Brand Reinforcement and Revitalization

A strong brand is a powerful driver of sales, profit and shareholder value. That’s why market value of fortune companies is more in intangible assets. Even the most popular brands face the danger of getting lost unless they reflect the changing customer preferences. Managing a brand over period of time is a big challenge for the marketers today. Brand Proliferation is the order of the day. Rigid brands can become irrelevant in face the of changing priorities and changes in competitive market. Marketing Environment is continuously changing. Change in consumer behavior, Competitive strategies, technological changes and other aspects of marketing...

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