What changes should the old brands bring re-create the magic they had?

Why is all this important? Often as organization leaders and brand managers we forget that our brand has such an impact. Take for instance the "new Coke" that was introduced in 1985. Although Coca-Cola had invested $4,000,000 in market testing the launch of this new product created a public outcry. Within 87 days Coca-Cola re-introduced the original Coke formula. What was the difference? Why the change? What happened that made the introduction of this new product a failure? Coca-Cola focused on the introduction of the new product rather than the loyalty of the brand. Before You Recreate Your Brand Creating a transitional change with your brand can be a successful endeavor, however it takes careful planning, educating, explanation. It takes focusing on the brand, not the product. This ensures that you do not lose loyal consumers in the process. Start with a list of serious questions and a solid goal in mind. Weigh the benefits, be sure that the change is beneficial not only to the company but to the consumer. Listen to your customers, they will never steer you wrong.

You have to run continuously even to stay at a place. Those who forgot this rule will tend to lose their position to others. If we look at the trends we can understand that many organisations who successfully ruled the market for years are no more in the market leaving their positions to new entrants. It is nothing but their failure to study the market trends and respond to the market demands. Ambassador car though it is the best car still it failed to assess the aspirations of the customers and slipped from its position and it is nowhere in the market. A learning organisation will continue to rule market.

You have to run continuously even to stay at a place. Those who forgot this rule will tend to lose their position to others. If we look at the trends we can understand that many organisations who successfully ruled the market for years are no more in the market leaving their positions to new entrants. It is nothing but their failure to study the market trends and respond to the market demands. Ambassador car though it is the best car still it failed to assess the aspirations of the customers and slipped from its position and it is nowhere in the market. A learning organisation will continue to rule market.

Additional Value of Brand to Customer.

Why does a customer trust a brand........this thought must find respect in Brand relaunch.

Thus, it means better product, better value benefit to customer, respect for retention and thereby addition.

yes i agree with Mr.KALIYAMOORTHY. It must be new strategy according to demand. Since the CHANGE IS LARGE OF NATURE.

You have to run continuously even to stay at a place. Those who forgot this rule will tend to lose their position to others. If we look at the trends we can understand that many organisations who successfully ruled the market for years are no more in the market leaving their positions to new entrants. It is nothing but their failure to study the market trends and respond to the market demands. Ambassador car though it is the best car still it failed to assess the aspirations of the customers and slipped from its position and it is nowhere in the market. A learning organisation will continue to rule market.

You have to run continuously even to stay at a place. Those who forgot this rule will tend to lose their position to others. If we look at the trends we can understand that many organisations who successfully ruled the market for years are no more in the market leaving their positions to new entrants. It is nothing but their failure to study the market trends and respond to the market demands. Ambassador car though it is the best car still it failed to assess the aspirations of the customers and slipped from its position and it is nowhere in the market. A learning organisation will continue to rule market.

You have to run continuously even to stay at a place. Those who forgot this rule will tend to lose their position to others. If we look at the trends we can understand that many organisations who successfully ruled the market for years are no more in the market leaving their positions to new entrants. It is nothing but their failure to study the market trends and respond to the market demands. Ambassador car though it is the best car still it failed to assess the aspirations of the customers and slipped from its position and it is nowhere in the market. A learning organisation will continue to rule market.

You have to run continuously even to stay at a place. Those who forgot this rule will tend to lose their position to others. If we look at the trends we can understand that many organisations who successfully ruled the market for years are no more in the market leaving their positions to new entrants. It is nothing but their failure to study the market trends and respond to the market demands. Ambassador car though it is the best car still it failed to assess the aspirations of the customers and slipped from its position and it is nowhere in the market. A learning organisation will continue to rule market.

old brands still remains in their old days.they have to accept modest techniques,features and aggressive strategies.always compare where they are with a leading brand

Brand is always connected with people. As today is age of innovation think in current prospective may be through survey / feedback /critics redesign and relaunch the product.

In earlier times, as you said that there was very less competition, the scenario has taken a U-turn now, there is so much cut-throat competition now. And today, it is a completely different world. Kids are also recognising a brand now and they prefer going for it rather than just picking anything up just because of its packaging. If the strategies of old brands are not completely flushed off and a new brand strategy and image is not built, the brand dies instantly after entering today's market. Take Vicco Vajradanti for example, the ad made by Vicco (the old ad) is still running in many cinema houses and in some multiplexes, you see the new version of Vicco ad which has failed to address the young audience. It needs to revive its strategy as a brand and make new-age ads...showing village and sugarcane is out of the picture of today'[s generation. Also, take the example of Nirma...the jingle was used in the new commercial but the visuals were modified, it again failed as the brand is still addressing the housewives of the previous generation. Look at today's ads...look at Tide or Surf...see what level they are at and then re-work and re-think your brand strategy before re-inventing an ad in today's market.

The best Brand recollect was Rasna jingles and Binaca Geetmala of Yesteryears; When the Bollywood's are rediscovering old Movies with the same name and reinvent, similar strategies could be adopted.

more of a day-day story telling in the advertisement. now a days, some really lovely story advertisements are coming up with the target only being mentioned casually as an afterthought, really hits you

This is one way of bringing back the old brands and re-establish in the potential market, keeping the target audience in mind. In fact, Dalda was one kind of product, like wise lifebouy and many other brands went through this process. I feel repositioning will give its platform to establish its stand in the market, subsequently it can also show its brand evaluation as compared to its competitors.

Mining consumer insight is the core principle of brand marketing to put the brand on the right track. It makes easier to connect the consumer. But it's easier said than done. A brand distances from the consumer when its starts sleeping on its past glory and does not evaluate consumer insight constantly.Reason why the old successful brands are still alive and kicking. A brand remains healthy as long it gets its best wishes from its patrons- the consumers and it can only be done through emotional connects and there the umbilical chord is insight.

Brands of yesteryears have to re-invent thenselves on all fronts be it the packaging, communication or other add ons. These brands also have to look at their TA afresh and of ways to reach them. If need be even their positioning can be tweaked with a bit to reflect modern tastes.

By building a new aura behind it, there is every possibility of seeing something new with the existing old brand, Automate the replacement, what I am trying to say is build in something that could induce a automatic choice for the consumer to consider the buying process, it could be in the form of modern trade, Retail promotions, introduce new unconventional media may be by manufacturing a new method of innovative media to support the automation process considering the replacement. it could be also done with series of emailer campaign or any contest based activities that could make a larger appeal in the target audience mind.

Yot must have to go through the product design and its value engineering.

Agree with Mr.Chetan.P and favorably with existing and future vision its viable to with stand Eco-friendly world and main fact its affordable to maximum no. of people can able to buy.

Whenever you are faced with such dicey situations, go back to the drawing board and relaunch a renovated brand in all aspects. including its pricing. This helps. But use a bit of market research before you do this.

These old brands must do a self criticism and benchmark their products with their peers. They should be open to new thoughts internally and externally. Secondly they have to seriously look at re strategising their marketing techniques. I am sure they haven't attempted doing marketing online. A fair amount of social media marketing/SEO will definitely help them in re-branding. As Ms. Meena has said, they should add a bit of glamour to the product, which again comes under marketing. In short, all these brands can make a very strong comeback if they manage to get a very strong and innovative marketing team. Regards, Anna George Web Analyst Nichepro Techologies. http://www.nichesuite.com

The brqand all the attributes present. May be in a latent stage. Just make is seen again and we will have a fantastic brand recall and usage happening.

Link to a milestone of the present; Get a Brand ambassador who is acceptable to both Gen-X and Gen-Y (an eldely sportsperson or Beauty queen of yesteryear with their progeny). This should advocate the product's acceptability through generations.

Old brands were good in yester-years but required to change their strategy as per the new trend setters of market with the demand of needs of new gen.

Branding and advertising goes hand in hand. Trends have to be kept in mind while designing advertisement or the branding of the products. As in life cycle, interests differ at every stage of our lives, like so it is with the product's life cycle or rather you can say, the branding and advertising strategies. Interests keep changing as we learn, grow and rationalize, and as the product or the brand grows old, people associated with the brand too grow old and are replaced with the youth and they start their inputs on the branding. This brings abut the change in the strategies and perceptions. Old brands can be made magical by being in sync with the trends of the period where the branding is being set forth.

people handling old brands having over confidence, did not keep pace with modest marketing and planning technique and always thought to be consumer ignorant about new products