A Framework for Revitalizing Mature Brands
Journal of Brand and Product Management, 10:4, 228-242, 2001
26 Pages Posted: 16 Jan 2016
Date Written: January 1, 2000
Managers of mature or established brands have received little guidance regarding the strategic and tactical decisions they must make to keep their brands healthy. By focusing on how existing consumers perceive, choose, and use brands, this paper suggests how managers can generate and prioritize strategic and tactical opportunities for revitalizing their brands. Specific recommendations and case studies are presented as to how these strategies can be successfully implemented by brands with different market shares and different levels of resources.
Keywords: brand vitality, marketing, product uses, branding, marketing strategies, consumer research, promotion
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