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Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads

Author

Listed:
  • Živa Kolbl
  • Maja Konečnik Ruzzier
  • Tomaž Kolar

Abstract

Brand revitalization is a process, which is often necessary when the brand's offer of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization. With the review of secondary data, as well as interviews with the brand's marketing managers, the paper proposes main steps and serves as a guideline to other managers, when going through brand revitalization.

Suggested Citation

  • Živa Kolbl & Maja Konečnik Ruzzier & Tomaž Kolar, 2015. "Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads," Central European Business Review, Prague University of Economics and Business, vol. 2015(2), pages 5-11.
    • Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:121:p:5-11
    DOI: 10.18267/j.cebr.121
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    References listed on IDEAS

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    1. Brigitte Muller & Bruno Kocher & Antoine Crettaz, 2013. "The effects of visual rejuvenation through brand logos," Post-Print hal-00772061, HAL.
    2. Brigitte Muller & Bruno Kocher & Antoine Crettaz, 2013. "The effects of visual rejuvenation through brand logos," Post-Print hal-01810515, HAL.
    3. Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Neelam Akbar & Alam Zeb & Shabir Ahmad, 2017. "The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator," Global Regional Review, Humanity Only, vol. 2(1), pages 197-210, June.
    2. Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.

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    More about this item

    Keywords

    revitalization; rejuvenation; brand aging; strategies of brand revitalization;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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