Professional Documents
Culture Documents
Managing Brands Over Time
Managing Brands Over Time
2. BRAND REVITALIZATION
A brand is revitalized/ updated more gradually to gain contemporary associations while
maintaining familiarity – consistency is key
Brand logo / symbols can be updated with out changing meaning
Some part of the brand name can be changed to reflect evolving identity
Slogans – easier to change
Communications about the appropriateness and advantages of using the brand more
frequently in existing situations or in new situations
Reminders to consumers to actually use the brand as close as possible in time to those
situations for which it could be used.
7. Repositioning
Repositioning is the task of implementing a major change in the target market’s perception of the
product’s key benefits and features, relative to the offerings of competitive products.