This document discusses guidelines for revitalizing declining or dead brands. It begins by providing an example of Oldsmobile, which lost its identity as an innovator and ultimately died. It then discusses factors that can lead to brand decline, such as poor product quality, price increases/cuts, brand neglect, and an inability to stay relevant to the target market. The document explains how brand equity is diminished when the differential effect, brand knowledge, and customer response are negatively impacted. Finally, it offers four guidelines for revitalizing brands: determining if the brand is worth reviving, taking a long-term perspective, carefully repositioning and investing in the brand to educate the market, and correcting any past mismanagement.

1. A Brand is forever!
A framework for Revitalizing
declining and dead brands
Sunil Thomas, Chiranjeev Kohli
Mihaylo College of Business & Economics, California State University
Fullerton, Fullerton, CA 92834, U.S.A.

2. REVIVAL OF A DEAD
BRAND
1. Examples of brand decline
2. Causes of brand decline
3. Deconstructing brand decline
4. Guidelines to revitalize brands

3. 1. Examples of Brand Decline

4. Classic example of DEATH
which followed an extended
period of struggle

5. Oldsmobile
known for
PIONEERING
DESIGNS and
INNOVATIONS
Died as it lost
its unique
identity as an
INNOVATOR

6. According to Product Evolutionary Cycle (PEC), proposed
by Tellis and Crawford, evolution of a brand is like the
evolution of an organism.
It depends on three factors
Generative Force-Managerial Actions
Selective Force-Market Environment
Mediative Force-Competitor’s Actions
2. Causes of Brand Decline

7. 1. Product quality
2. Price increases
3. Price cuts
4. Brand neglect
5. Inability to stay with the target market
2. Causes of Brand Decline-Managerial Actions

8. Product quality
2. Causes of Brand Decline-Managerial Actions

9. Price Increases
Competitor’s Actions 2. Causes of brand decline-Managerial Actions2. Causes of Brand Decline-Managerial Actions

10. Price Cuts
2. Causes of Brand Decline-Managerial Actions

11. Brand Neglect
2. Causes of Brand Decline-Managerial Actions

12. Inability to stay with the target market
2. Causes of Brand Decline-Managerial Actions

13. 2. Causes of Brand Decline-Market Environment

14. Use of JOE
CAMEL, a
cartoon
character,
invited a lot
of criticism
which
impacted
the SALES

15. KODAK never
allowed the
transformation
of the marketto derail its
BRAND

16. 2.Causes of Brand Decline- Competitor’s Actions

17. Market share of adidas dropped
from 60%
to less than 3%

18. WALMART captured K-MART’s market share
using this TAG LINE

19. 3. Deconstructing Brand Decline

20. What is Brand Equity?
• Brand Equity is defined as ‘‘the differential
effect that consumer knowledge about a
brand has on the customer’s response to
marketing activity’’
• Consumer Brand Knowledge can be
characterized in terms of brand awareness
and brand image dimensions

21. 1.Differential effect
2.Brand knowledge
3. Customer Response
ELEMENTS of BRAND EQUITY

22. 1. Differential effect

23. 2. Brand knowledge

24. 3. Customer Response

25. 1. Is the brand worth reviving?
2. Take a long-term perspective
3. Carefully reposition the brand, invest in it,
and educate the market
4. Correct mismanagement of the brand
4. Guidelines to revitalize brands

26. Is the brand worth reviving?
Is the BRAND worth Reviving?
Brands that commanded a premium in the recent past, and
had a singular focus with a well-defined differentiation, can
be revitalized

27. Take a long-term perspective
Take a long-term perspective
Reviving a brand is a long-term initiative, typically taking more
than a year or two.

28. Carefully reposition the brand, invest
in it, and educate the market
Carefully Reposition the Brand,
Invest in it, and Educate the Market

29. Correct Mismanagement of the
BRAND
• Rebuild quality
• Resist temptation to ‘‘milk’’ the brand
• Pursue a carefully defined target market

30. Let the Revitalization Begin!

32. CREATED BY
PRAKHAR BANSAL
MNIT JAIPUR
During An Internship by Prof. SAMEER MATHUR
IIM LUCKNOW
www.IIMInternship.com