Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies

摘要

Effective brand management requires taking long-term view of mar- keting decisions. A long-term perspective of brand management recognizes that any changes in the supporting marketing program for a brand may, by changing consumer knowledge, affect the success of future marketing programs. Addition- ally, a long-term view necessitates proactive strategies designed to maintain and enhance customer based brand equity over time in the face of external changes in the marketing environment and internal changes in firm's marketing goals and programs. Figures l and 2 summarize the process for reinforcing and revital- izing brands.