Brand Equity brand decline for an OTC Pharma product due inadequate investment

• Constantly changing product positioning and message
• Sales and Share down
• Retail interest waning

Approach

• Identification of appropriate strategic drivers to brand health
• Message focus with increased investment
• Appropriate line extensions to strengthen equity
• Sharply improved brand block visibility

Outcome

• From static sales to double digit growth
• All brand equity parameters at highest ever levels in a short time