Brand Concept Management

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

Functional Benefit Concepts

Introduction Elaboration FortificationClorox bleach prob/solve soil/stain

strategy; remover;

cotton to synth new scents

Vaseline skin balm prob/solve health/beauty

strategy; products;

extend usage Intensive care

BabyWipes

Symbolic & Experiential Benefit Concepts

Introduction Elaboration Fortification

Symbolic ConceptsLenox china controlled mkt. Mix crystal, silverBrooks Bros. suit 26 stores, control shoes, cologne

Experiential ConceptsBarbie Doll Houses, outfits magazine, gamesLego Blocks magnifiers, large do-it-yourself

blocks furniture

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

Predictors of Success

Brand Extension• Johnnie Walker Scotch upscale men’s apparel• Evian deodorant• Jockey fitted sheets• Volkswagen golf carts• Victoria’s Secret laundry detergent• Swiss Army frozen meals

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?