Marketing Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Question 1

Question 01: Given what you know about brand creation and brand value do you agree with the statement that marketers should not radically change their brands? Explain and illustrate your answer with examples other than those mentioned in the above article.

It is a fact that marketers should not radically change the brand. It actually decreases the credibility of the brand and eventually confuses the customer about the purpose and existence of the brand. Many brands that have radically changed have actually suffered to present themselves in the market. The major reason which reduced the credibility of the brand is the fact that once the brand radically changes, it actually changes its customer focus and market approach, which in turn hurts the company because it lands into mid-way where it does not have the path to reach the destination.

An example where a brand after radically changing itself has lost its customer value is BMW. The initial image of the company has been a luxury car which offers unique drive experience to the customers,however, it radically changed its image and turned into a sports car which backfired the company and the sales declined radically ever since. Nonetheless, the company refocused on being a luxury car, therefore, the company sales have once again revived and the results have been in favor of the organization.

This suggest that an established brand such as BMW lost its image and customers because of the fact that it radically changed its focus, therefore, it is necessary that the companies should carefully think about the different methods and ways which can not only hurt the image of the brand but it shall reduce the customer base simultaneously.

Question 02: How do you turnaround a brand that is struggling? Be specific regarding the process that you would go through to rejuvenate the brand.

The most difficult period for any company is to rejuvenate its struggling brand. To rejuvenate a brand the process which a company should look to follow that can help the brand to turnaround its image is to follow the four strategies.

Dust off the cobwebs:

Over here, a brand needs to stay up with the competitors. The company should introduce tactics that can beat competition. Along with this, the company should become more social and work upon being active over Facebook, Twitter, etc. Moreover, the brand, in its time of struggle, should appeal to the masses. Also, the brand should be competitive in the market.

Strategize and Organize:

Over here, a struggling brand should focus on the ultimate goal of its presence and existence. It should educate customers through official website also. Promoting the brand over the internet is an elementary necessity.

Refine a Familiar Focus:

The brand during its struggling phase should identify an audience that can serve the needs of rejuvenating the brand. By doing so, the brand can actually focus itself on audience that shall serve as potential customers or the consumers.

Refresh Your Brand

Develop a brand image and stay committed to the singe strategy is a necessity for an unsuccessful brand. Changing brand image can backfire because it leaves the audience confused as to what the actual purpose of the brand is. Moreover, the company has to be consistent with its customers, its values, mission and vision and the target audience.

By following the above described strategies the brand can rejuvenate itself and become successful in the market..............

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