Balancing the brand proposition

Description

Marketers should take many factors into account before making changes that can alter consumer perception What is the impact of radical changes in the environment, competition, technology and consumer lifestyles on brand propositions? Marketing literature addresses such issues under brand reinforcement and brand vitalisation. In practical terms, the implications of environmental changes are as follows: Should a brand hold on to its original proposition? Should brands use sub-brands to address changes in the environment? If so, what about brands that may have developed strong associations for a period of time? If the brand holds on to its original proposition, what is the degree to which it has to address the changing environment? If a brand changes its associations after establishing itself, would a competing brand take the slot that had been developed and abandoned/changed by the original brand? Read more at: https://www.thehindubusinessline.com/catalyst/balancing-the-brand-proposition/article9002935.ece

Publication Date

18-8-2016

Publication Title

The Hindu Business Line

Publisher

THG Publishing Pvt. Ltd.

Keywords

Branding, Brand management, Brand proposition

Source Link URL

https://www.thehindubusinessline.com/catalyst/balancing-the-brand-proposition/article9002935.ece

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