Brands are continually changing, but in certain cases they need to shift radically to gain back their customers

Abstract

By comparing the views of Groucutt (2006) and of Lehu (2006), reviewed by Dinnie (2008), we are able to see two different approaches to the rejuvenation and life cycle of a brand. Whilst Groucutt (2006) sees that a brands’ market position can be developed thanks to innovation and repositioning. While referring to a human life cycle for a brand, this article targets some real issues faced by brands in their highly competitive marketplaces. If brands do not adapt they run the risk of disappearing fast. Therefore it is important for them to evolve continually in order to expect a longer life. On the contrary, Lehu (2006) proposes a three-stage process to address the problem of brand ageing. Firstly recognising that the ageing process has begun; secondly examining whether the brand still has enough brand equity to survive the rejuvenation; and thirdly, to form......

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Title: Brands Are Continually Changing, But In Certain Cases They Need To Shift Radically To Gain Back Their Customers
Approximate Word Count: 3414
Approximate Pages: 14 (250 words per double-spaced page)

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