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Brand Revitalisation and Extension

In: Brands

Author

Listed:
  • David Andrew

    (Interbrand)

Abstract

Every branded goods or services company has one or more brands that are underperforming. Not that long ago such a brand would in due course have been stripped of its marketing support and relegated to cash flow status. Today, however, the prohibitive cost and effort involved in establishing new brands has made brand owners much more conscious of the equity in their existing portfolios, and much less inclined to jettison a brand that isn’t living up to expectations — as long as its equity is robust. Indeed, exploiting existing equity for all it is worth, while rationalising the brand spectrum to permit concentration of resources behind key brand properties, has become a major focus of marketing management.

Suggested Citation

  • David Andrew, 1998. "Brand Revitalisation and Extension," Palgrave Macmillan Books, in: Susannah Hart & John Murphy (ed.), Brands, chapter 0, pages 184-195, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-26070-6_18
    DOI: 10.1007/978-1-349-26070-6_18
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    1. repec:sgm:pzwzuw:v:1:i:1:y:2013:p:143-156 is not listed on IDEAS
    2. repec:sgm:pzwzuw:v:1:y:2013:p:143-156 is not listed on IDEAS
    3. de Ruyter, Ko & Wetzels, Martin, 2000. "The role of corporate image and extension similarity in service brand extensions," Journal of Economic Psychology, Elsevier, vol. 21(6), pages 639-659, December.
    4. Hanna Gorska-Warsewicz, 2013. "Zachowania konsumentow wobec marek w sytuacjach kryzysowych. (Consumer behavior towards brands in crisis situations.)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 11(40), pages 143-156.

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