Page 9: Fostering brand loyaty
It is essential for business organisations to develop clearly focused strategies which clarify on what it is they are focusing (e.g. Hula Hoops), how they see their focus developing (e.g. to sustain the growth and market
leadership of Hula Hoops), and of course how they will sustain this position
(e.g. by emphasising core values).
It is periodically necessary to inject new life into an existing brand to consolidate its position in the product life cycle and that is exactly what KP has done recently to Hula Hoops.