Every year, several brands get launched even in old product categories. Like the lifecycle of a product, every brand also has a lifecycle of its own. Across product categories, we can find brands at different stages of the lifecycle. Several brands have declined and died. However, there are many brands in the decline phase. For both these types of brands, brand revitalization is applicable. Brand managers such as Harley Davidson have succeeded in revamping and resuscitating dying or dead brands. Attempting to revive a brand’s fortunes involves multiple challenges and calls for innovative approaches. The challenges include deciding on the contexts in which revitalization is to be attempted, which brand(s) to focus on, whether or not to retain the old heritage, legal dimensions etc. Approaches include repositioning, tapping of new markets, brand or line extension. The book has sixteen articles covering the above dimensions as well as cases. Some of the cases featured are: Motorola; Skoda; Cadillac; Miller; Balenciaga; McDonald’s; Dalda.
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