Brand Rejuvenation: How to Protect, Strengthen and Add Value to Your Brand to Prevent It from Ageing

Abstract

part 1 the causes of ageing 1 auditing an 'old' brand the standard life cycle of a brand perception and evaluation criteria in brand ageing deploying ad hoc information systems to detect the first signs of ageing fast-moving consumer goods (fmcg): possible traps that can be avoided luxury products: an increasingly frequent potential pitfall retaining or killing off the brand: the ultimate test 2 the perceived age of a brand 3 brand advertising using tv and film stars to assist the brand 4 the brand's target market balancing the client portfolio: a daily fight against pareto 5 the brand's products ageing because of a declining range ageing as a result of a product in decline part 2 rejuvenation factors success factor no.1: a coherent strategy back to the future: how do you turn the clock back at the right time? 6 environment and nature of rejuvenation time: an unpredictable rejuvenation factor 7 modifying the brand's identity brand identity: a starting point for strategic analysis generic brand names: an imperative need for rebirth brand characters 8 the dynamizing of advertising favouring advertising above all other tools using celebrities to rejuvenate a brand using education to combat ageing attributable to competitors' dynamism co-branding: an original solution requiring careful attention rejuvenation by modernizing the brand's visual identity distribution: a lever that naturally complements advertising too much advertising = guaranteed boomerang effects 9 renewing the target market rejuvenation by adding more young people to the marketing mix: a logical move rejuvenation by ageing the marketing mix a little: a paradox? a vital step: involve the brand's internal target market can the brand become a factor of absolute differentiation? 10 the growth of the product portfolio range extensions and brand extensions: rejuvenation solutions? the specific case of store brands do you always have to follow or create the fashion to achieve rejuvenation? rejuvenation with the help of brand revitalizers part 3 the strategy to prevent ageing the question of image 11 staying young: a need or a desire? brand identity or produc

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