Mature brands

Established businesses craft their brands very carefully. As the market conditions change and new generations of customers have more money at disposal, the brands need to find a new way to reach customers and ensure that they fulfil their needs. To do that brands need to conduct a brand analysis especially when a new competitor, new substitute or competitor brans upgrade happens, or if the brand wants to keep its market share in face of changes in demographics. Brand analysis evaluates brand’s features (core, added and extended) and its position in brand architecture of particular business. What is also analysed is the communicational and financial value, stage of maturity achieved and position against other similar brands and brand substitutes on the market and markets. The analysis findings often are presented in the marketing or brand plan and become a part of marketing strategy of particular business.