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...