Brand Tuning

When a company, product or brand is enhanced/ tuned to a particular market or segment.

It leverages existing marketing, PR and brand assets, and is not a re-launch or re-branding.

This especially comes into play when a brand is tarnished by bad service, PR, ill-conceived advertising and needs to be counteracted by tuning.

The new commercial for XYZCars requires Brand Tuning - the image with the car speeding through the suburbs with young passengers promotes irresponsible driving.

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