Stagnant Brand To A Vibrant Brand

Stagnant to Vibrant
Can a brand come back to life?
Vivek Hattangadi1 Stagnant to Vibrant

Stagnant Brand - I
 Stagnation is a prolonged period of little or no
growth over an extended period of time - after a
vibrant growth phase
 Growth is less than 50% of the segment growth
 The brand is also losing market share

Stagnant brand – II
 Stagnation of a brand can sometimes occur naturally,
when the segment itself is showing growth of < 5%
 The rate of decline for that brand is rapid and the
continues to decline and the demand is decreasing

Pay Attention to Warning Signs
 Be vigilant
 Acknowledge and discuss any problems
encountered
 You can have a chance to avert disaster before it’s
too late

If you want to prevent your brand from dying,
pay close attention to shrinking Rxer base
Do a Brand Audit

What is brand audit - I
 A brand audit is a thorough examination of a brand's
current position in the market compared to its
competitors
 It is a review of its effectiveness
 You determine the strength of your brand - with its
weaknesses or inconsistencies

What is brand audit - II
 Brand audit is to the Brand Manager is what a
financial audit is to the accounting department
 An organized review of the health of your brand
 It is an examining your brand activities
 Brand audit can be external as well as internal

Purpose of a brand audit
The purpose behind a brand audit is plain
and simple ~ to gain a fundamental
understanding of where your brand stands in
its current state

What can you audit?
Internal External
Positioning Corporate identity
Brand values Logos, other brand elements
Unique selling proposition Collateral - brochures, print
materials, tradeshow
displays
Brand promise Website
Brand essence Social media

Tools for brand audit
 Perception study
 Johari Window
 SWOT Analysis

Perceptual mapping
 The perceptual map visualizes competitive landscape
 Shows how your brand stacks up in the mind of your customers
 Identify two dimensions, such as two important customer needs
(say Price & Quality or Cost & Performance or Amateur &
Professional) and plot competitors on these two dimensions
 The resulting graph allows comparison of your brand to
competitors
Vivek HattangadiStagnant to Vibrant11

My Perceptual Map Cars in India (My Personal Perception)
QUALITY
P
R
I
C
E
Mercedes º
Audi º
BMW º
Nano º
Skoda º
Beat º
Swift º
Alto 800 º
Alto K10 º
Nissan Micra º
This my
perception and
could be right or
wrong.
THIS IS ONLY FOR
ACADEMIC
PURPOSES.
Vivek Hattangadi
www.theenablers.org
Volkswagen º

My Perceptual Map of Pharma India (My Personal Perception)
EFFECTIVENESS
P
R
I
C
E
S
TROIKAA º
AVENTIS º
GSK º
GENERICº
ERICA º
FDCº
INTASº
MACRON-Kº
BADDIº
SUN PHARMA º
PS: This is my
personal
perception. I could
be right or wrong.
THIS IS ONLY FOR
ACADEMIC
PURPOSES.
Vivek Hattangadi
www.theenablers.org
HUMANKINDND º

Johari Window
Open self - Known to
Self
Information about me
that I know and others
also know
Blind self - Unknown
to Self
which others know but
I don’t know
Hidden self – Unknown
to others
which I know that others
do not know
Unknown self –
Unknown to all
which I don’t know and
others also do not
know

Ultimate aim…
Open self Blind self
Hidden self Unknown
self

JoHari Window for a Brand Audit - 1
‘B’ – Knows
but does not
use your
brand
‘D’ – Knows
and uses
your brand
regularly
‘A’ – Does
know nor
uses your
brand
‘C’ – Does
not know -
infrequently
uses your
brand
Knows
Uses

‘B’ – Knows
but does not
use your
brand
‘D’ – Knows
and uses
your brand
regularly
‘A’ – Does
know nor
uses your
brand
‘C’ – Does
not know -
infrequently
uses your
brand
Knows
Uses

‘B’ – Knows
but does not
use your
brand
‘D’ – Knows and
uses your brand
regularly
‘A’ – Does
know nor
uses your
brand
‘C’ – Does not
know but
infrequently
uses your
brand
Knows
Rxs

SWOT Analysis
 Strengths
 Weaknesses
 Opportunities
 Threats

Revitalizing a Stagnant Brand

Where are you?
‡?
‡?

You can adopt two strategies
1. Rebranding – Which can
revitalize a stagnant brand
2. Relaunching – Treat it like a
new product

Rebranding

5 strategies can be thought of
 Through brand audit, dig beneath the surface to find
the root problem
 Create a solution
 Intelligent and thoroughly examine the existing
problems

Strategy 1 – Change Direction
 Maintaining status quo is not a viable solution
 Blow the dust off your brand – Reinvent
 Ask: Are doing the same things as others?

Strategy 2 - Broaden visibility
 Change and enhance the perception of your brand –
example size, low price
 Discover what can set you apart from your
competitors

Strategy 3 - Narrow the scope
 Narrowing scope is not a negative – play on
strengths - firmly establish your brand as the only
source of specific benefits
 It can actually be hugely positive, as if you have
taken your target audience and aimed for the bull’s
eye

Strategy 4 – Change the internal culture
 Changing the internal culture has an impact upon
every stakeholder from employees to Rxers
 This can rejuvenate the internal morale that has gone
stale
 It can enliven pride, restore confidence
 It can renew competitive spirit and create an army of
advocates

Strategy 5 – Change brand personality
 Personality puts the “person” in your brand and
gives it life
 Rebranding can refresh public image by enhancing
brand’s personality
 Garnering new Rxers - thanks to an updated brand
personality helps in building your brand

Rebranding of Coke Zero

Relaunching a brand

What is relaunching
 A brand relaunch reintroduces a previously marketed
brand to improve its sales, market share and profits
 Re-launching a brand means thinking beyond a new
design or a new name. It means, “going deeper”
 This happens not only for brands which not doing
well but also for brands doing well but would like to
do better

Strategy1
 Keep all elements of the mix the same but reposition
the brand in the minds and hearts of Rxers
 The entire repositioning exercise can change the
perceived value of the brand
 The elements used would be in the area of the
communication mix including the packaging

Strategy 2 – Revamp
 Revamp every element of the marketing mix
including the brand logo, the product ingredients and
pricing,
 Bring it out with a new price
 Bring it out as a new avatar

Strategy 3 - Communicate
 Communication is key in any relaunching effort very
clearly
 Communicate internally
 Communicate keeping external customers abreast of
the coming changes

Strategy 4
 Do not abandon current strengths
 However, do adapt to changing environment
 Effectively balance present and the new

What relaunching can do?
 Rebranding can revitalize a stagnant brand
 Can increase brand awareness
 Create new Rxers

Relaunch – via Nexus

Thank you
Vivek Hattangadi
www.theenablers.org

Stagnant Brand To A Vibrant Brand

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