It could be almost blasphemous about letting go of old brand equity and put to speak an old brand to rest, but there are times when changes is required. Reformulation and re-engineering, or even an old brand overhaul can be a wise decision. If sales are flat and show no signs of growth, you'd better stop is a joke and rent
branding consultant.
Brands are a very important element in your product and its corporate value proposition. Corporate branding and product branding as one be secured are with communication so ubiquitous today. Corporate brands are increasingly turn on brand and product sales, and that some significant risk constitute, since these sub brands so simply be repositioned can not, if they rock.
Brand culture
As time passes, culture changes, new technologies and new competing brands appear, and they change the perception of the value that is available in a market. Old sales proposals is not on 20 or more other competitors offers the same advantages and functions fly. Your can aging brand value with cultural, economic, technological changes and changes of corporate image and brand management at the end does more harm than good. Could your brand and business in the past put leave her former branding success.A good example of age related branding problem is in the range of IT products. I recently bought a new laptop computer, because my old one with my multitasking and other work needs only keep up could not. In the store, there were computers with Intel or AMD microprocessors to choose. The important thing was not really the microprocessor speed or ability. In the past the Intel logo would have forced me to buy only on computers with their processors regardless of what other functions in the computer were available. The Intel brand name was clearly in a class by itself. This time not. This computer AMD powered was set low and showed the amount of memory, I along with other features such as a 100 GB hard drive, high-resolution screen, many ports and adapters, and a longer-lasting battery required. It weighs only a few pounds and AMD logo seemed to better look. It says: Mobile AMD Turion 64 technology. 64 Bits and mobile compatibility. Why not Intel, mentioned that on the computer they their products in have?
Laptops are hot and prices fall. My 15-year-old nephew bought just his first laptop on eBay, because they are cheaper and more accessible. So, the whole "culture" of the shopping and purchasing has changed to
computer.
Everyone buys high resolution screens and I was excited to my eyes long hours the view to facilitate every day. The huge hard drive was great and the laptop looks also good. The old Intel brand not only the effect that indeed have it and its competitors, AMD, sold only one of their processors. The laptop works great and now Intel processors not will dictate which computer I buy.
For me, the Intel logo and the brand evokes memories of old Pentium computer. This is aggravated by the fact that the today's processors have changed and they run at lower speeds. This confused the speed advantage, the that Intel had positioned its brand around. The technology change in display screens, memory and CPU usage in the computer has shifted the market from where Intel is positioned. Intel corporate brand sales of its new processors, but they can this new products call anything they want and it not my decision
effectively increased.
What do Intel now is the features and benefits, which associated with consumers and buyers B2B decisions on its processors. Computer branding is not all about the processors not more and the old Intel brand image is deeply tied to old technology. The brand name of Pentium is associated with the computer culture of the 1990s.
Here is the problem: the old Intel brand was so successful in 90, that it has caught in a time warp of Intel. Intel needs new branding, which binds it not in the past in the future. To get there, they are likely to throw in the
past on board.
Google is a good example of modern branding and a brand that is not bound exclusively to Web search engines. The brand is now strategically diversified associate it do all people on the Web. Google is omnipresent and brand image is only in its significance for the current Internet culture. Google is not his common search engine role your branding makes reduce.
Hanging on the old branding concepts
There are a lot of the reason why to resist brand managers, CEOs and marketing manager, to rethink their branding and their brands to rehabilitation. In most cases, they want to leave their comfort zone and the risk of a short-term blip in profit. No investment some want to make in the setting of branding consultant to look at the options. Branding experts check to discover a brand, their current problems of the culture of the market, and to determine whether a new brand identity or brand positioning would be fruitful. Some old brands are doomed to failure, but most are just obsolete and not in line with the target group. Branding consultants offer crucial insights into market perception, value brand development, brand development, discovering loyalty and brand value proposition can breathe new life into your brand.
Product branding, to the until and to the extension of the brands on the Internet, offers corporate branding brand identity guru of corporate customers with brand monitoring, brand design, brand Web design and search engine marketing services.