Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies

TLDR

Long‑term brand management demands a sustained perspective, reinforcing brands through continuous innovation, relevance, and consistent marketing support, or revitalizing them by recapturing or creating new equity. Revitalization is achieved either by recapturing lost equity or creating new sources, through expanding brand awareness or strengthening brand associations.

Abstract

Effective brand management requires taking a long-term view of marketing decisions. Managing brands for the long run involves reinforcing brands or, if necessary, revitalizing brands. Reinforcing brands involves ensuring innovation in product design, manufacturing, and merchandising and ensuring relevance in user and usage imagery. Another critical consideration in reinforcing brands is the consistency of the marketing support that the brand receives, both in terms of the amount and nature of that support. Revitalizing a brand, on the other hand, requires either that lost sources of brand equity are recaptured (a back to basics approach) or that new sources of brand equity are identified and established. Two general approaches are possible: expanding the depth and/or breadth of brand awareness by improving brand recall and recognition of consumers during purchase or consumption settings; and improving the strength, favorability, and uniqueness of brand associations making up the brand image (either in terms of existing or new brand associations).