Brand Rejuvenation

Written by the marketing expert, Jean-Marc Lehu, this book covers how brands must all confront the sands of time and offers a number of different ideas on this.
– Chapter 1 is devoted to the analysis that a brand must conduct to assess its risk of decline and the urgency of the needed response. It reviews the main pitfalls to avoid (don’t think that the aging of a brand is a matter of age, for example) and highlights the existence of very different situations, given that all brands cannot necessarily be revived and all do not have the same chances of success.
– The following chapters, from 2 to 5, are devoted to the factors that explain the phenomenon of brand aging. Here we discover the influence of advertising, target customer base, product category, etc.
– Before covering each rejuvenation driver in detail, the author reminds us in chapter 7 that a brand is above all characterized by its identity, and that this identity must be respected at all times, or run the risk of deforming the brand or accelerating its decline.
– Chapters 8, 9 and 10 describe the key drivers that a brand must use to rejuvenate its image. Chapter 8 is more exclusively devoted to advertising and the way that it can be used to support the brand image and thus contribute to its revival. Chapter 9 covers the renewal of the target customer base, and chapter 10 concerns the extension of the product portfolio. Chapter 13, which deals with product innovation, is also quite useful.