New Uses that Revitalize Old Brands

Journal of Advertising Research, 39:2, April/May1999, 90-98

19 Pages Posted: 10 Jan 2016

Date Written: January 1, 1999

Abstract

Determining new uses for old products is becoming increasingly important to brands in the maturation and decline stages of the product life cycle. The challenge lies in understanding how to most effectively generate, screen, and promote new uses that revitalize old brands. An analysis of 26 packaged goods manufacturers and 402 consumers provides insights into how new uses for old brands are generated, screened, and most effectively promoted.

Keywords: brand vitality, marketing, product uses, branding, marketing strategies, consumer research, promotion

Suggested Citation

Wansink, Brian and Gilmore, Jennifer, New Uses that Revitalize Old Brands (January 1, 1999). Journal of Advertising Research, 39:2, April/May1999, 90-98, Available at SSRN: https://ssrn.com/abstract=2712719

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Jennifer Gilmore

GTE Investment Management ( email )

United States

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