MKT 510 Study Guide - Brand Equity
Document Summary
Consistency guides strategic direction and does not necessarily prescribe particular tactics of supporting marketing program for brand. Make changes to basic positioning and strategic direction only when it"s clear marketing program and tactics are no longer making the desired contributions to maintaining or strengthening brand equity. Innovations in product design, manufacturing, and merchandising is especially critical to maintaining or enhancing brand equity. It is important not to change the product too much, especially if brand meaning for consumers is wrapped up in product design or makeup: non-product-related imagery associations. Symbolic or experiential benefits, relevance in user and usage imagery are intangible in nature and may be easier to change. Ill-conceived or too-frequent repositioning can blur image of brand and confuse or perhaps even alienate consumers. Brands with comeback trail must make more revolutionary than evolutionary changes to reinforce brand meaning.
