Brand Rejuvenation
Brand Rejuvenation looks specifically at the challenges faced by existing brands in avoiding brand stagnation, and how to re-energise those brands that have become stale and ineffective.
According to the American Marketing Association, 80% of all new brands fail. In such a competitive environment, it is essential for brand managers to have all the information they need at their fingertips to keep their brand at the leading edge of the market, and Brand Rejuvenation gives them just that.
This book highlights the ageing problem that every brand can potentially face and investigates how companies can take steps to counter the ageing process. For brands today, the battle for survival is never-ending - there are millions of brands around the world and not enough space on the shelves and/or in the consumer's mind to hold them.
With dozens of case studies and examples of brands across different industries, Brand Rejuvenation provides brand managers with lots of ideas and practical advice on how to implement brand rejuvenation and ageing prevention strategies.
REVIEWS :“Unlike people, brands can live and even thrive indefinitely. Too
often, however, they are allowed to lose relevance and vitality. Written
with Gallic wit and flair, this book is aimed at managers of such ageing
brands. It is more than a wake up call, providing, as it does, a
systematic diagnostic framework and clear guidelines for action,
supported by dozens of real-life examples."
Professor Patrick Barwise, London Business School, co-author of Simply
Better, winner of the American Marketing Association's 2005 Berry-AMA
book prize.
“Brands will always be with us and Jean-Marc Lehu tells us how to
keep them alive and well. What causes brand to age, what cures are
appropriate and how to prevent further lapses are engagingly and
convincingly analysed in this well-informed book that will interest both
practitioners and academics."
Jean Boddewyn, Professor of Marketing & International Business, Zicklin
School of Business, Baruch College, City University of New York
“Case studies feature the Dove, Nivea, Marks & Spencer and Tesco
brands and show how to lift a falling image and name.”
The Bookseller
“Examines the challenges faced by existing brands trying to avoid
stagnation and explains how they can be re-energised and re-focused to
gain more power in the marketplace.”
Call Centre Focus
“The book’s three page check list should be required reading for
all brand managers and consulted annually to detect the first signs of
ageing.”
Marketing
Paperback, 272 Pages, Dimensions 234 x 153 MM Language English.
PART 1 The causes of ageing
1 Auditing an ‘old’ brand
2 The perceived age of a brand
3 Brand advertising
4 The brand’s target market
5 The brand’s products
PART 2 Rejuvenation factors
6 Environment and nature of rejuvenation
7 Modifying the brand’s identity
8 The dynamizing of advertising
9 Renewing the target market
10 The growth of the product portfolio
PART 3 The strategy to prevent ageing
11 Staying young: a need or a desire?
12 Anti-ageing: rejuvenation cost vs ageing prevention cost
13 The policy of continuous, controlled innovation
14 Formulae and models vs analysis and creativity
15 Management of the brand capital; or, how to avoid ageing