Revitalising your brand profitably

Richard Warren

Revitalising brands is an almost ongoing process as products and services travel through their various lifecycles, and the energy expended in doing so is often justified by the fact that revitalisation is generally seen as providing faster and greater returns than launching a new brand.

Revitalising your Brand Profitably

Richard WarrenDLKW

Revitalising brands is big news. The world is currently watching to see whether the likes of Sainsbury's, Marks and Spencer, WH Smith and Boots can revitalise their businesses. Much current venture capital and private equity activity involves the purchase and attempted revitalisation of underperforming brands. Burger King, Debenhams, Weetabix, Typhoo, BHS, Topshop and Homebase are all examples not just of strategies for more cost efficient operations but for brand revitalisation.

Revitalisations are big business because, if successful, they can generate far faster and greater returns than the launch of new brands. Existing brands...

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