Balancing the brand proposition

Abstract

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