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- have a brand name that sounds 'out' or outdated;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...