Objectives Of Brand Revitalization

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Brand Revitalization is the strategy employed when a brand has reached its maturity and profits begin to decline. Revitalization may include one or all of market expansion, product modification or brand repositioning. A major overhaul of a brand, starting with its positioning and proceeding through creative regeneration of the brand identity is brand revitalization (Gallagher & Savard).
The Purpose of the study is to understand brand revitalization, brand rejuvenation and rebranding. The project aims at creating an objective differentiation of these 3 concepts and studying these strategies through examples in the industry. It will be interesting to observe the strategies used by companies to rebuild the brand identity without compromising on their core essence and core values. Also, the impact of these decisions on the brand personality and the consequent impact on the customer perception are worth understanding.
Study Objectives

Brand Revitalization adds significantly to a company’s long-term success. As mentioned before -A major overhaul of a brand, starting with it’s positioning and proceeding through creative regeneration of the brand identity is brand revitalization. Following are the major objectives of the study: -
• Why Brand Revitalization? Some of the reasons for the brand revitalization include relevance, competition, globalization etc.
• Differentiate Brand Revitalization, Rejuvenation and Rebranding
• Understanding different aspect of brand revitalization

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