A Framework for Revitalizing Mature Brands

Journal of Brand and Product Management, 10:4, 228-242, 2001

26 Pages Posted: 16 Jan 2016

See all articles by Brian Wansink

Brian Wansink

Retired

Cynthia Huffman

University of Delaware - Marketing

Date Written: January 1, 2000

Abstract

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

Suggested Citation

Wansink, Brian and Huffman, Cynthia, A Framework for Revitalizing Mature Brands (January 1, 2000). Journal of Brand and Product Management, 10:4, 228-242, 2001, Available at SSRN: https://ssrn.com/abstract=2715011

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Cynthia Huffman

University of Delaware - Marketing ( email )

Newark, DE
United States

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