Brand Rejuvenation [FE 01.077 Book] | |
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Brand Rejuvenation | £22.50
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Subtitled: How to Protect Strengthen and Add Value to Your Brand to Prevent it from Ageing
The potential power of a brand is phenomenal, yet at some point in their lives, all brands begin to look old or lose their potency. For some this results in being usurped by younger brands more in tune with the zeitgeist. Others just grow tired or wear themselves out; or others lose direction and become separated from their target audience.
Brand Rejuvenation examines the challenges faced by existing brands trying to avoid brand stagnation and explains how they can be re-energised and re-focussed in order to regain power in the marketplace.
Jean-Marc Lehu describes a three-stage process for addressing the problem of brand ageing: -
- recognise that the ageing process has begun;
- audit the brand to ensure that there is sufficient capital remaining to make the rejuvenation effort worthwhile;
- form a strategy to achieve success.
Then he provides ideas and practical advice on how to rejuvenate the brand: -
- identify the causes of brand ageing;
- protect, strengthen and add value to the brand;
- implement brand rejuvenation and ageing prevention strategies.
Case studies of major international brands are studied, including Dove, Nivea, Marks & Spencer and Tesco, and visual examples of brand advertisements. Brand Rejuvenation offers practical marketing tools to facilitate brand evolution.
By Jean-Marc Lehu
Hardback. 234x156mm. 272 pages
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| Reference: | [FE 01.077 Book] |
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