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    Brand Sustainability: Submitted by Vishnu R Cet-Mba

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    Vishnu Radhakrishnan R
    Sustaining brand value over time is important for companies as marketing environments change. There are internal forces like shifts in company strategy that can impact brands. Sustainability involves proactive strategies to maintain and enhance customer-based brand equity. This increases brand value and guarantees long-term business success. Companies can sustain brands by maintaining consistency, protecting sources of equity, and fortifying or leveraging the brand. New opportunities, modified elements, and entering new markets can leverage brands if done appropriately. Generating demand through relevant products also sustains brands.

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    Brand Sustainability: Submitted by Vishnu R Cet-Mba

    Uploaded by

    Vishnu Radhakrishnan R
    65 views20 pages
    Sustaining brand value over time is important for companies as marketing environments change. There are internal forces like shifts in company strategy that can impact brands. Sustainability involves proactive strategies to maintain and enhance customer-based brand equity. This increases brand value and guarantees long-term business success. Companies can sustain brands by maintaining consistency, protecting sources of equity, and fortifying or leveraging the brand. New opportunities, modified elements, and entering new markets can leverage brands if done appropriately. Generating demand through relevant products also sustains brands.

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    Brand Sustainability

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    Sustaining brand value over time is important for companies as marketing environments change. There are internal forces like shifts in company strategy that can impact brands. Sustainability involves proactive strategies to maintain and enhance customer-based brand equity. This increases brand value and guarantees long-term business success. Companies can sustain brands by maintaining consistency, protecting sources of equity, and fortifying or leveraging the brand. New opportunities, modified elements, and entering new markets can leverage brands if done appropriately. Generating demand through relevant products also sustains brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    65 views20 pages

    Brand Sustainability: Submitted by Vishnu R Cet-Mba

    Uploaded by

    Vishnu Radhakrishnan R
    Sustaining brand value over time is important for companies as marketing environments change. There are internal forces like shifts in company strategy that can impact brands. Sustainability involves proactive strategies to maintain and enhance customer-based brand equity. This increases brand value and guarantees long-term business success. Companies can sustain brands by maintaining consistency, protecting sources of equity, and fortifying or leveraging the brand. New opportunities, modified elements, and entering new markets can leverage brands if done appropriately. Generating demand through relevant products also sustains brands.

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    BRAND SUSTAINABILITY

    SUBMITTED BY

    VISHNU R
    CET- MBA
    Why is sustaining brand equity important over
    time?

    Changing marketing environment


     Shifts in consumer behaviour
     Competitive strategies

    Internal forces
     Changes in strategic focus of the company.
    BRAND SUSTAINABILITY

    • Sustainability is a new way of doing business; in the same way  “re-


    engineering” or “just in time” were in the late 1980s.
    • Sustainability is not an asset that can be bought or sold; rather it’s
    becoming an integral part of many a company
    • Produces proactive strategies designed to maintain and enhance customer
    based brand equity over time
    • sustainability as a business practice will not only increase companies’
    brand value, but also guarantee a long life for the business.
    Relationship between sustainability and
    brand value

    • company’s initiatives must consider environmental, social, and


    financial impacts

    • companies must make investment decisions that will benefit the


    environment and society.

    • brand creates value in two ways: generating demand, and reducing


    risk and securing future earnings for the business.
    Sustainability of brands can be through:

    1. Maintaining brand consistency


    2. Protecting sources of brand equity
    3. Fortifying or Leveraging
    1. Maintaining brand consistency

    • Consistency of marketing support is essential


    for maintaining strength and favorability of the
    brand.
    • Shrinking R&D and communication budgets
    may risk the brand becoming out-of-date,
    irrelevant or even forgotten.
    • Consistency to be shown in brand
    positioning.
    • Consistency doesn’t mean no changes at all.
    2. Protecting sources of brand equity
    • While looking at potentially powerful sources of brand equity,
    preserve and defend the existing sources.
    • Unless there is some change with either consumers, competitors or
    the company that makes the strategic positioning of the brand less
    powerful, successful positioning should not be deviated from.
    • Key brand associations should not be altered.
    • E.g. Maggi’s new introductions.
    3. Fortifying versus Leveraging
    There is always a trade off between fortifying a brand and leveraging the
    benefits of the brand to financial gains.
    Fortifying means ways of increasing brand equity and furthering the
    brand image through continuous marketing and advertising efforts.
    New usage Opportunities
     Appropriateness &
    Advantages of using
    brands in new situations
     Reminders to use brands
    in those situations
     Improving Top of the
    mind awareness.
     Functional Fixedness -
    avoidance in non
    traditional situations
     Associated with special
    occasions only.
    Changing brand elements
    ◦ Modification of Brand
    name
    ◦ Other Brand
    Elements –
    Packaging, logos etc.
    ◦ Moderate and
    evolutionary in
    nature
    ◦ Preserve salient
    aspects of Brand
    elements
    ◦ E.g.: Adidas, Federal
    Express, GE
    Entering New Markets
     Reachout to new
    Customer groups
    ◦ Johnson and Johnson: Baby
    Soap, Baby Shampoo
     Reach out to
    decision making
    segment instead of
    the users
     Women as decision
    makers for men’s
    products
     Tapping the female
    segment of the market
     New market
    segments based on
    cultural dimensions
    Generating demand for products and
    services
    AUTOMOTIVE
     Companies such as Honda recognized that mineral fuels are limited
    and prices of petroleum are rising. This motivated it to adapt its
    product range to fuel-efficient cars. Honda was one of the first movers
    in this direction and this is paying dividends today. It was the only car
    manufacturer to report better US sales in June 2008 than in June
    2007, credited to fuel-efficient Civics and Fits. While reducing
    dependence of gas-guzzling cars and increasing the number of fuel-
    efficient models became a “must do” in the automotive sector, Honda
    was first to differentiate and is ahead of the debate. This leading
    behavior contributed to an increase of 28% in Honda’s brand value
    since 2004.
     P&G is another example, but in a different way. A few years
    ago, sustainability was not a relevant issue in the washing
    powder or deter- gent category. Through investments in R&D,
    P&G developed Tide Coldwater, which does not require hot
    water for usage and, as it is more concentrated, allows
    reduced packaging materials. Another example, also from
    P&G, is Ariel’s “Turn to 30º “ campaign. The campaign
    suggests consumers turn water temperature in washing
    machines from 40º to 30º when using Ariel with the same
    results guaranteed.

    P&G
    SUSTAINABILITY MATRIX

     BRAND BREADTH STRATEGY


     BRAND DEPTH STRATEGY
     Coca-Cola is the most valuable brand in the world. It
    consistently invests in its main brand and develops an
    emotional connection with consumers. So why did its brand
    value decline US$5.1 billion between 2003 and 2007?Coca-
    Cola’s decline is due to the fact that it is seen as one of the
    bad guys by many organizations. Increasing health
    concerns have been affecting brand earnings in developed
    markets, despite its light, diet and zero versions. Also, its
    image and reputation have been inconsistent around the
    world. On the upside, Coca-Cola has been investing in
    many initiatives, such as campaigns to improve community
    access to safe drinking water and adequate sanitation in
    India. Is this only a form of CSR to boost the company’s
    reputation after protests were held in the area? No.
    Investment in water supply in India is not only relevant to
    the population, but also to the sustainability of the
    business in the country. After all, how would Coca-Cola
    produce soft drinks without water? This and other
    initiatives positively influenced the company’s share value
    at the end of 2007 and its brand value increased by 2% in
    2008.
    HLL POWER BRANDS
    Surf Clinic Modern
    Rin Sunsilk Knorr
    Wheel Nihar Kwality Walls
    Vim Fair & Lovely Brooke Bond
    Lux Ponds Taj Mahal
    Pears Lakme A1
    Breeze Pepsodent 3 Roses
    Lifebuoy Closeup Lipton Taaza
    Liril Kissan Bru
    Rexona Annapurna Dalda

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