At some point in their lives, all brands begin to look old - either over-taken by younger brands more in tune with the zeitgeist of the day or just tired out by their unchanging image over time. Others attract unwelcome associations and need to redirect their image to re-address their target consumers. Brand Rejuvenation highlights the ageing problem that every brand can face and investigates how companies can take steps to counter the process. Jean-Marc Lehu discusses the ageing problem in a three-part process; identifying the ageing process, auditing the brand to ensure that there is sufficient capital remaining to make the rejuvenation effort worthwhile, and then making efficient strategic choices to achieve success. To assist with the identification and describing of a brand's unique problem, Lehu presents a decision making chart that will guide brand managers toward the most appropriate strategic choices for their ageing brands. Ultimately, the book provides brand managers with...

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