Contemporising Brand Equity. Relaunching the Helena Rubinstein Brand in the United States

The long-lived Helena Rubinstein brand of cosmetics was discontinued in the United States in 1988, but retained and expanded in Europe and Japan.

 

Contemporising Brand Equity

Relaunching the Helena Rubinstain Brand in the United States

Patricia Sabena

Why Contemporise a Brands Equity?

Brands may become oldfashioned or tired because they:

  • have a brand name that sounds 'out' or outdated;
  • cut back or cut out advertising and promotion spending;
  • lack meaningful product news and point of difference;
  • lose touch with their own users and/or category users;
  • fail...

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