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Managing Brands for the Long Run
Revitalizing Brands
Sometimes even the best-designed and implemented brand reinforcement strategies may fail. As noted above, changes in consumer tastes and preferences, the emergence of petitors or new technology, or any new development in the marketing environment could potentially have a profound effect on the fortunes of a brand. In virtually every product category, there are examples of once prominent and admired brands that have fallen on hard times or, in some cases, completely disappeared. Nevertheless, a number of these brands—such as Harley-Davidson, Mountain Dew, and Chrysler—have managed to make ebacks in recent years as marketers have breathed new life into their customer franchises.
To revive their fortunes, brands sometimes have had to" return to their roots" to recapture lost sources of equity. Adidas, once the standard of athletic footwear, saw its leading market position overtaken by rivals Nike and Reebok as pany became mired in out-dated business practices and internal squabbles. New management,headed by a former chief executive at Saatchi&Saatchi ad agency,began efforts to turn the brand around in decided to concentrate their efforts on the lucrative,but fickle,teenage market with the hope that this group might choose to reject brands adopted by their parents and others to create their own performance-oriented products,advertising,and athlete sponsors targeted a young,urban audience. Additional promotional efforts capitalized on the World Cup er tournament in the United plementing this"pull"effort,Adidas also attempted to increase their share of shelf space in a result,Adidas increased their share of the$8 billion athletic shoe market to 5%from 2%in just four years, and has e the number four pany in the ., challenging number three Fila.
In other cases,the meaning of the brand has had to fundamentally change to regain lost ground and recapture market leadersh