Brand Rejuvenation

Issues in Brand Rejuvenation Strategies
Issues in Brand Rejuvenation Strategies Venktesh Babu

Summary

This study looks at the concept of Brand Rejuvenation, which is gaining momentum with the increase in the number of brands failing quickly after launch. The study details out the various aspects of Brand Rejuvenation involved in the FMCG sectors.

The study gives a brief gist of the various causes for brand rejuvenation, the methods of rejuvenation and also the issues in brand rejuvenation. The study includes insights from the people involved in branding for various companies and many case studies of brands that have been revitalized, as well as the process of rejuvenation from the perspective of the manufacturer.

Venktesh Babu. M

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Issues in Brand Rejuvenation Strategies

Table of contents Executive Summary ............................................................................................1 Acknowledgement......................................................... Error! Bookmark not defined. Table of contents ..............................................................................................2 Introduction .....................................................................................................3 Objective of the study ........................................................................................4 Significance of study...........................................................................................4 Scope of the study .............................................................................................4 Research Methodology.........................................................................................4 Literature Review ..............................................................................................5 Branding ......................................................................................................5 Transformation of Commodity to

Bibliography: Articles Wansink, Brian and Cynthia Huffman (2001), “A Framework for Revitalizing Mature Brands,” Journal of Brand and Product Management, 10:4, 228-242. Wansink Brian, Ray Michael L. and Batra Rajeev, “Increasing Cognitive Response Sensitivity” Joumal of Advertising , Volume 23, 2, June 1994, 65-75. Wansink, Brian and Scott Seed (2001) “Making Brand Loyalty Programs Succeed,” Journal of Brand Management,8:3 (February), 211-222. Wansink, Brian and Jennifer M. Gilmore (1999), “New Uses that Revitalize Old Brands,” Journal of Advertising Research,” 39:2 April/May 90-98. Stephanie, Thompson (2004), “Perry Ellis banks on brand resurrections,” Advertising Age; 3/15/2004, Vol. 75 Issue 11, p14-14, 1/2p, 3c Wansink Brian, American Demographics December 1997, 53-58. Dr. McEnally Martha & Prof. L de Chernatony. “The Evolving Nature of Branding: Consumer and Managerial Considerations”. Prof. Karlapudy Prakash - & Prof. Singh Ranjit “The Brand Revitalization” Forbes, Thayne (2005) “Brands on the balance sheet: the strategic implications of IFRS for IP” Intangible Business Ltd. Horwitz, Ethan and Weinberger, Karen (2005) “How to revive a dead brand” - Managing Intellectual Property, May 2005 Aaker, David A. and Gary Shansby (1982), "Positioning Your Product," Business Horizons, 25 (May-June), 56-62 Brody R Eric, “PLUGGING IN TO YOUR BRAND 'S VITALITY & WELL-BEING” The Advertiser, October 2001. Young & Rubicam (1994), Brand Asset Valuator, London: Young & Rubicam Dr. M. McEnally & Prof. L. de Chernatony, “The Evolving Nature of Branding: Consumer and Managerial Considerations” PageStaveley, Nicholas (1987), Advertising, marketing and brands. Admap, 23 (Jan), 31-35 “Redesign guru Shombit Sengupta” Business interview – Rediff article on 6th November, 1997. Dr. Deshpande. R. “Positioning and Re-positioning” Robins, Rebecca “Building Better Brands: Brand lifecycle management, myth or reality?” Venktesh Babu. M Page 43 Issues in Brand Rejuvenation Strategies Text Books Kapferer, Jean-Noel (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, London. Aaker, David (1996), "Building strong brands", New York, The Free Press. Hill, Sam – Lederer Chris (2001), The Infinite Asset – Managing Brands to build new Value, Harvard Business School Press, Boston. Keller, Kevin Lane, (2005), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Second Edition, Pearson Education Press, Delhi. The above research was conducted in order to complete my PGDBA course at SDM-IMD, Mysore, India. All the recommendations and conclusion were according to my understanding of the market. You can contact me at [phone] or by email: [e-mail] Venktesh Babu. M Page 44