Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies
探讨了长期品牌管理中的品牌强化与振兴策略，强调产品创新、营销一致性和品牌意识扩展，对品牌管理者制定长期战略有参考价值。
Effective brand management requires taking a long-term view of marketing decisions. Managing brands for the long run involves reinforcing brands or, if necessary, revitalizing brands. Reinforcing brands involves ensuring innovation in product design, manufacturing, and merchandising and ensuring relevance in user and usage imagery. Another critical consideration in reinforcing brands is the consistency of the marketing support that the brand receives, both in terms of the amount and nature of that support. Revitalizing a brand, on the other hand, requires either that lost sources of brand equity are recaptured (a back to basics approach) or that new sources of brand equity are identified and established. Two general approaches are possible: expanding the depth and/or breadth of brand awareness by improving brand recall and recognition of consumers during purchase or consumption settings; and improving the strength, favorability, and uniqueness of brand associations making up the brand image (either in terms of existing or new brand associations).