How to revitalise a brand

Giles Lury
The Value Engineers

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Brands, like people, need to stay current and fresh so they don't become tired and out of date.

Yet, as Kevin Keller, The E. B. Osborn Professor of Marketing at the Tuck School of Business put it, "in virtually every product category, there are examples of once prominent and admired brands that have fallen on hard times".

Brand revitalisation involves giving a new lease of life to an existing brand and re-energising its appeal. This can be done through targeting new audiences, including, but not restricted to, targeting new audiences, New Product Development (NPD) or a new proposition.