{"id":9004111222018590,"date":"2023-02-05T16:48:42","date_gmt":"2023-02-05T21:48:42","guid":{"rendered":"https:\/\/3c98cd88ae.nxcli.io\/?p=9004111222018590"},"modified":"2023-04-28T11:22:48","modified_gmt":"2023-04-28T15:22:48","slug":"reassert-your-brand-equity","status":"publish","type":"post","link":"https:\/\/sago.com\/fr\/resources\/blog\/reassert-your-brand-equity\/","title":{"rendered":"Reassert Your Brand Equity\u00a0"},"content":{"rendered":"<p><span data-contrast=\"none\">In 2022, American actress Zendaya was applauded for wearing a vintage Valentino to the Euphoria season 2 premiere. It\u2019s the same dress Linda Evangelista wore in the early 1990s. The style pendulum has swung back in favor of the bold statement the designer intended, but the dress spent three decades in the \u201cattic\u201d before the world returned to the 1990s supermodel esthetic.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">But it&rsquo;s not just fashion\u2014brands can be relegated to the attic, too. Fortunately, they can be retrieved and refreshed, often with less risk than establishing a new brand from scratch. The primary reason is this: A brand is an asset. To its investors, markets, and owners, a brand\u2019s value should accumulate over time. When dormant, a brand might lose its relevance but rarely its value.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">While any brand, dusty or not, requires some investment to grow, it\u2019s typically less expensive to reassert brand equity than start from scratch. Here\u2019s how to go about it.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<h2>Utilize the Footprint of an Active Brand<\/h2>\n<p><span data-contrast=\"none\">A <\/span><a href=\"https:\/\/sago.com\/en\/solutions\/expertise\/research-consulting\"><span data-contrast=\"none\">Sago Strategy + Insight<\/span><\/a><span data-contrast=\"none\"> client is using a forgotten specialty brand to refresh and build equity in its mainstream master brand to respond to shifting consumer values. Although today\u2019s footprint is far larger than that of the forgotten brand, the company has determined that the brand in the attic already possesses the equity it seeks. It\u2019s an example of turning a potential headwind (believability of the master brand in a new brand attribute) into a tailwind (dormant brand fully believable in this attribute and readily associated with the master brand).<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<h2>Use Existing IP<\/h2>\n<p><span data-contrast=\"none\">Consider <\/span><a href=\"https:\/\/us.polaroid.com\/pages\/our-brands\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Polaroid<\/span><\/a><span data-contrast=\"none\">, a brand that has not only survived despite a radical shift in photography and film markets but has also protected and licensed its visual assets and design language.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<h2>Accelerate Time to Market<\/h2>\n<p><span data-contrast=\"none\">Did you know that the brand \u201cModerna\u201d is more than 10 years old? The brand slept as its partnerships with AstraZeneca and Merck grew, finally emerging as its own master brand and a frontrunner in the fight against COVID-19. While technically never in the attic, its shift in <\/span><a href=\"https:\/\/sago.com\/en\/resources\/blog\/top-3-reasons-brand-tracking-is-important-for-your-organization\/\"><span data-contrast=\"none\">brand strategy<\/span><\/a><span data-contrast=\"none\"> is massive and will likely continue as it matures into a brand with its own point of view on biotechnology, pharmaceuticals, and innovation.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Nerd out with us and the dusty brands in your world by reaching out at <\/span><a href=\"mailto:%20strategy@sago.com\"><span data-contrast=\"none\">strategy@sago.com.<\/span><\/a> <span data-contrast=\"none\">Sago Strategy + Insight\u2019s<\/span><span data-contrast=\"none\"> strategists include a crowd of quantitative experts who measure and track brand value and qualitative consultants who navigate the depths of human behavior to convert opportunity to action. When combined with a very tall stack of research technologies, we bring an unmatched set of resources to address the brand in the attic.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Even when inactive, a brand typically retains its value, though it may lose relevance. Continue reading for guidance on how to revive a brand.<\/p>\n","protected":false},"author":6,"featured_media":9004111222018640,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"aside","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[13932],"tags":[16615,16504],"video":[],"filter_name_method":[],"filter_name_product":[16608],"class_list":["post-9004111222018590","post","type-post","status-publish","format-aside","has-post-thumbnail","hentry","category-blog","tag-brand-strategy","tag-strategy-2","post_format-post-format-aside","filter_name_product-research-consulting"],"acf":[],"featured_image_src":{"landsacpe":["https:\/\/sago.com\/wp-content\/uploads\/2023\/04\/brand-1000x445.jpg",1000,445,true],"list":["https:\/\/sago.com\/wp-content\/uploads\/2023\/04\/brand-463x348.jpg",463,348,true],"medium":["https:\/\/sago.com\/wp-content\/uploads\/2023\/04\/brand-300x169.jpg",300,169,true],"full":["https:\/\/sago.com\/wp-content\/uploads\/2023\/04\/brand.jpg",1000,563,false]},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reassert Your Brand Equity\u00a0 | Sago<\/title>\n<meta name=\"description\" content=\"While a dormant brand may lose relevance, its inherent value remains intact. 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