1. BRANdS fOR EVeR

2. Quick Exercise – Do you know your brand ? Olympics Organization

3. WHAT IS A BRAND? Identity of a product, service or business SYMBOL NAME COMBINATION COLOR SLOGAN

4. Product & Brand Life Cycle Brand What if the BRAND is declining ? Product

5. Product evolutionary cycle (PEC) BRAND can evolve and is not pre-destined to die!

6. Managerial actions Lull management into complacency Compromises for cost- cutting reasons Do not live up with customers’ expectation Raise price without corresponding increase in benefit Cut prices to increase sales = use cheaper material Neglect to invest in cash cow phase Less attention to strong brand Reach out to new segment-alienate core customers

7. Environmental factors

8. Competitive actions

9. Repercussion of Competition Product Line Extension Price Change These Quick Fix is not effective over long-run!! How to deconstruct the brand ??

10. Differential Effects - Perceiving Consumer Superior Quality 1 Price Advantage 2 ‘‘Brands must offer something different; they can’t just be another flavour of vanilla’’

11. Consumers Brand Knowledge

13. New Competition product

14. Brand Negative NewsLong term plans are necessary to avoid brand switch activities.

16. Premium in the past

17. Singular focus & well defined differentiation Brand life vision

19. Invest

20. Educate the target market

21. Correct brand Management

22. Rebuild quality

24. brand differentiation

26. Thanks !!