Brand Benefits Functional - intrinsic advantage (Head & Shoulders eliminates my dandruff) Symbolic - extrinsic advantage - (H&S makes me beautiful) Badge brands fulfill needs for self esteem Experiential - usage imagery (H&S tingles when I lather it onto my scalp)
Stages of Positioning Strategies Introductory - helps consumers to understand brand image Elaboration - help consumers perceive brand’s increasing value Fortification - links brand image to image of other brand products in different product classes
Repositioning Establish more compelling POD and POP Change target audience (Frosted Flakes) Develop a new use (Baking soda)
Equity Reinforced Marketing actions must consistently convey the meaning of the brand to consumers in terms of what products the brand represents, core benefits supplied, needs satisfied and uniqueness. Reinforcing strategy - enhance brand meaning and associations Revitalizing strategy - recapture lost sources by expanding awareness and improving brand associations and image
Brand Portfolio Adjustments Migration strategies - acquire new consumers by making brand seem relevant to them personally “You are who you are become of where you were when” outlook Tactics - testimonial ads, line extensions, on line offerings, retail stores
Questions How might Disney maintain brand equity in the film Bambi over the years? Which strategy, reinforce or revitalize, is most important for the Bambi brand? Would symbolic or experiential concepts be more suitable to the Bambi brand?