Year: 2015
Type: article
Abstract: Brand revitalization is a process, which is often necessary when the brand's offer of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization. With the review of secondary data, as well as interviews with the brand's marketing managers, the paper proposes main steps and serves as a guideline to other managers, when going through brand revitalization.
Source: Central European Business Review
DOI: 10.18267/j.cebr.121
Authors: Živa Kolbl, Maja Konečnik Ruzzier, Tomaž Kolar
Institution: University of Ljubljana
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2139564959