What we know about brand relaunches

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

A successful brand relaunch requires investment, the right leadership and a structured approach to defining the problem and best solution. Relaunches are rooted in deep consumer insight and brand understanding, whether they reinforce past brand associations or choose to forge new ones.

Definition

A brand relaunch reintroduces a previously marketed brand to improve its sales, market share and profits. It can mean anything from a new pack design or advertising campaign, right through to a root-and-branch reworking of the product, its pricing, its distribution and its promotion. Usually it involves repositioning the brand and/or modernising its communications.

Key Insights

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Insights Team
Bray Leino

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