Question

Topic: Branding

Brand Harvesting: Revenue Vs. Brand Spend Relation

Posted by Anonymous on 1/29/2009 at 2:25 PM ET 25 Points
I'm trying to determine the effect of a Brand Harvesting or Hold strategy where brand spending is essentially minimized on a mature product and you realize revenues from past branding/existing brand value.

It would help greatly if anyone could share their opinions/experiences or point me in the direction of relevant research.

Specifically I'm trying to gut-check some assumptions made on a brand harvesting strategy in respect to top line revenue change.

Thanks,
Musa
[Email address deleted by staff]
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RESPONSES

  • Posted on 2/3/2009 at 4:02 AM Accepted
    It mainly depends on the competitive environment and the strength of the brand. There has been examples of harvesting a brand during a year without any sales decline. But as previously said, this brand offered a unique functional and emotional benefit which was strongly established.
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