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Brand rejuvenation: how to protect, strengthen & add value to your brand to prevent it from ageing
Author
Publisher
Kogan Page
Publication Date
2008
Language
English
Description
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Table of Contents
From the Book - Paperback ed.
Acknowledgements
Foreword
Introduction
Part 1. The Causes of Ageing
1. Auditing an 'old' brand
The standard life cycle of a brand
Perception and evaluation criteria in brand ageing
Deploying ad hoc information systems to detect the first signs of ageing
Fast-moving consumer goods (FMCG): possible traps that can be avoided
Luxury products: an increasingly frequent potential pitfall
Retaining or killing off the brand: the ultimate test
2. The perceived age of a brand
3. Brand advertising
Using TV and film stars to assist the brand
4. The brand's target market
Balancing the client portfolio: a daily fight against Pareto
5. The brand's products
Ageing because of a declining range
Ageing as a result of a product in decline
Part 2. Rejuvenation Factors
6. Environment and nature of rejuvenation
Time: an unpredictable rejuvenation factor
7. Modifying the brand's identity
Brand identity: a starting point for strategic analysis
Generic brand names: an imperative need for rebirth
Brand characters
8. The dynamizing of advertising
Favouring advertising above all other tools
Using celebrities to rejuvenate a brand
Using education to combat ageing attributable to competitors' dynamism
Co-branding: an original solution requiring careful attention
Rejuvenation by modernizing the brand's visual identity
Distribution: a lever that naturally complements advertising
Too much advertising = guaranteed boomerang effects
9. Renewing the target market
Rejuvenation by adding more young people to the marketing mix: a logical move
Rejuvenation by ageing the marketing mix a little: a paradox?
A vital step: involve the brand's internal target market
Can the brand become a factor of absolute differentiation?
10. The growth of the product portfolio
Range extensions and brand extensions: rejuvenation solutions?
The specific case of store brands
Do you always have to follow or create the fashion to achieve rejuvenation?
Rejuvenation with the help of brand revitalizers
Part 3. The Strategy to Prevent Ageing
11. Staying young: a need or a desire?
Brand identity or product identity: which should we pursue and protect?
Brand rejuvenation via the internet
12. Anti-ageing: rejuvenation cost vs ageing prevention cost
13. The policy of continuous, controlled innovation
Reconciling evolution and innovation to avoid ageing
Fashion effects: misleading rejuvenation effects
Innovation in the use and/or contents of the product
14. Formulae and models vs analysis and creativity
Avoiding ageing through complementary physical brand manifestations
Rejuvenation through globalization
A brand's destiny: chiefly in the hands of one person
15. Management of the brand equity; or, how to avoid ageing
The fight against the grey market and counterfeiting
Be quick to capture new markets
Leadership: a potential booby trap
The search for integration: an essential quality in the anti-ageing strategy
The strategic solution of the anti-ageing wheel
Conclusion
References
Index
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ISBN
9780749451462
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