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Brand Rejuvenation: How to Protect, Strengthen and Add Value to Your Brand to Prevent It from Ageing

Overview

According to the American Marketing Association, 80% of all new brands fail. In such a competitive environment, it is much cheaper for brand managers to rejuvenate a brand than to invent a new one. Brand Rejuvenation highlights the aging problem that every brand can potentially face and investigates how companies can take steps to counter the aging process. For brands today, the battle for survival is never-ending ? there are millions of brands around the world and not enough space on the shelves or in the ...

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Overview

According to the American Marketing Association, 80% of all new brands fail. In such a competitive environment, it is much cheaper for brand managers to rejuvenate a brand than to invent a new one. Brand Rejuvenation highlights the aging problem that every brand can potentially face and investigates how companies can take steps to counter the aging process. For brands today, the battle for survival is never-ending — there are millions of brands around the world and not enough space on the shelves or in the consumer's mind to hold them all. With dozens of case studies and examples of brands across different industries, Brand Rejuvenation provides brand managers with lots of ideas and practical advice on how to implement brand rejuvenation and aging prevention strategies.

Highlighting the aging problems that every brand can face, this text shows how to maintain brand equity through careful husbandry and through recognizing and acting on the need for timely repositioning.

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Editorial Reviews

Soundview Executive Book Summaries
Staying Fresh in a Changing Market
The fight against aging has spawned an industry. Companies selling vitamins, lotions, cosmetics and exercise equipment have long thrived on humans’ fear of growing older. But what happens when it’s the companies themselves that are aging? How do they fight the stigma of being "old" in a society that values youth so highly? This is the question Jean-Marc Lehu seeks to answer in his book Brand Rejuvenation: How to Protect, Strengthen and Add Value to Your Brand to Prevent It From Aging.

Lehu, a consultant and Associate Marketing Professor at Pantheon Sorbonne University, clearly possesses a firm grasp of the subject matter. But this book is more than just a meditation on the maturation cycle of consumer products and services. The author has constructed a practical, example-filled guide which examines the causes of aging, how to prevent it, how to rejuvenate a brand in decline and how to know when a brand is beyond redemption. Lehu has even included worksheets to help readers apply the ideas put forth in his book.

A Practical Approach
Chapter one is titled "Auditing an ‘Old’ Brand," and Lehu has devised a multi-page scorecard to help the reader do just that. Users are asked to evaluate different symptoms and signs of aging such as "non-conformity to technological standards" and "declining press coverage about brand events or product launches" according to how dangerous the symptom is, how easy it would be to solve and the cost and time involved in doing so. This data is then used to determine whether each symptom should be ignored, monitored or corrected. This provides an excellent, practical introduction to the principles the author introduces in the rest of the book, giving them a real-world context.

Lehu goes on to examine the different types of age (chronological, biological, etc.) and the importance of accurately measuring a brand’s "perceived age." If it is perceived by consumers as old, then a concerted effort to rejuvenate it is necessary. Some aspects of the process include:

  • Evaluating the environment — Even a high quality, well-accepted brand can wilt if efforts are not taken to keep it dynamic.
  • Modifying the brand identity — Sometimes change is necessary, but Lehu cautions against drastic alterations that may alienate consumers.
  • Advertising — The author identifies this as "one of the essential factors in the rejuvenation of a brand" and offers advice on using it effectively.
  • Renewing the target market — The goal, according to Lehu, is not "changing it completely, but instead regenerating it and ideally, expanding it."
  • Growing the product portfolio — A brand is only as good as the products it offers.


There’s no reason to wait until a brand has begun to decline to start implementing Lehu’s advice, however. He also devotes a section of the book to prevention, including a grid designed to assist readers in determining which areas need immediate action. Ultimately, a brand may choose to undergo the rejuvenation process when signs of aging have set in, take preventative action as necessary or institute an anti-aging plan. Each of these approaches comes with their own costs and Lehu advises readers to choose the strategy best suited to their company’s needs and means.

Making the Right Choices
The book makes excellent use of tables and figures, but its most effective illustrations are the examples Lehu cites of how actual companies have dealt with the problem of brand aging. Lego, for example, despite being a "classic," found itself faltering in a market dominated by video games and other high-tech playthings. The introduction of robotic Lego sets, corporate restructuring and increased efforts to thwart imitators all helped to bolster the brand. He illustrates the problems Xerox suffered when its name became a generic term for "copy." He addresses the problems unique to upscale brands through the story of Prada’s introduction of the Miu Miu line.

Anecdotes about Apple, McDonald’s, Nike, Kmart, Toyota and others are carefully chosen to support the principles put forth in the book, proving that Brand Rejuvenation is as well-researched as it is well-crafted.

Why We Like This Book
Brand Rejuvenation goes beyond simply discussing the problem of brand aging, it provides practical, real-world advice for brand managers, makes excellent use of case studies and gives readers valuable tools to assist in keeping their brands vital. There is also a scorecard provided to evaluate the symptoms of a potential branding issue. Copyright © 2006 Soundview Executive Book Summaries

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Product Details

  • ISBN-13: 9780749451462
  • Publisher: Kogan Page, Ltd.
  • Publication date: 1/1/2008
  • Edition description: Illustrate
  • Pages: 272
  • Product dimensions: 6.19 (w) x 9.01 (h) x 0.73 (d)

Meet the Author

Jean-Marc Lehu is Associate Marketing Professor at Panthéon-Sorbonne University.  He has published numerous articles and several books, including the award-winning Branded Entertainment (2007) (Kogan Page).

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Table of Contents

PART 1 The causes of ageing

1 Auditing an ‘old’ brand

The standard life cycle of a brand

Perception and evaluation criteria in brand ageing

Deploying ad hoc information systems to detect the first signs of ageing

Fast-moving consumer goods (FMCG): possible traps that can be avoided

Luxury products: an increasingly frequent potential pitfall

Retaining or killing off the brand: the ultimate test

2 The perceived age of a brand

3 Brand advertising

Using TV and fiilm stars to assist the brand &nbspp; &nnnnbsp;

4 The brand’s target market

Balancing the client portfolio: a daily fight against Pareto

5 The brand’s products

Ageing because of a declining range

Ageing as a result of a product in decline

PART 2 Rejuvenation factors

Success factor no.1: a coherent strategy

Back to the future: how do you turn the clock back at the right time?

6 Environment and nature of rejuvenation

Time: an unpredictable rejuvenation factor

7 Modifying the brand’s identity

Brand identity: a starting point for strategic analysis

Generic brand names: an imperative need for rebirth

Brand characters

8 The dynamizing of advertising

Favouring advertising above all other tools

Using celebrities to rejuvenate a brand

Using education to combat ageing attributable to competitors’ dynamism

Co-branding: an original solution requiring careful attention

Rejuvenation by modernizing the brand’s visual identity

Distribution: a lever that naturally complements advertising

Too much advertising = guaranteed boomerang effects

9 Renewing the target market

Rejuvenation by adding more young people to the marketing mix: a logical move

Rejuvenation by ageing the marketing mix a little: a paradox?

A vital step: involve the brand’s internal target market

Can the brand become a factor of absolute differentiation?

10 The growth of the product portfolio

Range extensions and brand extensions: rejuvenation solutions?

The specific case of store brands

Do you always have to follow or create the fashion to achieve rejuvenation?

Rejuvenation with the help of brand revitalizers

PART 3 The strategy to prevent ageing

The question of image

11 Staying young: a need or a desire?

Brand identity or product identity: which should we pursue and protect?

Brand rejuvenation via the internet

12 Anti-ageing: rejuvenation cost vs ageing prevention cost

13 The policy of continuous, controlled innovation

Reconciling evolution and innovation to avoid ageing

Fashion effects: misleading rejuvenation effects

Innovation in the use and/or contents of the product

14 Formulae and models vs analysis and creativity

Avoiding ageing through complementary physical brand manifestations

Rejuvenation through globalization

A brand’s destiny: chiefly in the hands of one person

15 Management of the brand capital; or, how to avoid ageing

The fight against the grey market and counterfeiting

Be quick to capture new markets

Leadership: a potential booby trap

The search for integration: an essential quality in the anti-ageing strategy

The strategic solution of the anti-ageing wheel

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