At some point in their lives, all brands begin to look old - either over-taken by younger brands more in tune with the zeitgeist of the day or just tired out by their unchanging image over time. Others attract unwelcome associations and need to redirect their image to re-address their target consumers. Brand Rejuvenation highlights the ageing problem that every brand can face and investigates how companies can take steps to counter the process. Jean-Marc Lehu discusses the ageing problem in a three-part process; identifying the ageing process, auditing the brand to ensure that there is sufficient capital remaining to make the rejuvenation effort worthwhile, and then making efficient strategic choices to achieve success. To assist with the identification and describing of a brand's unique problem, Lehu presents a decision making chart that will guide brand managers toward the most appropriate strategic choices for their ageing brands. Ultimately, the book provides brand managers with ideas and advice on how to identify brand ageing, implement brand rejuvenation as well as with strategies to prevent brand ageing from occurring.
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Editorial Reviews
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"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." -- Gretchen Berry "Soundview Executive Book Summary"
About the Author
Jean-Marc Lehu is Associate Marketing Professor at Panthéon Sorbonne University in Paris, France. He is also a consultant in marketing and communications and conducts research on customer loyalty and brand management. He is the author of Brand Rejuvenation (2006, Kogan Page) and Branded Entertainment (2007, Kogan Page).
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1 of 1 people found the following review helpful:
5.0 out of 5 stars
possible tool to save a brand from death,
By
This review is from: Brand Rejuvenation: How to Protect, Strengthen & Add Value to Your Brand to Prevent It from Ageing (Hardcover)
The cover attracted me and I bought this book in UK during a trip because the subject sounded great and the praises serious. It is in fact a kind of rich tool box with lots of examples (most of them quite relevant indeed). Lots of books about brand are worthless, so that's the reason I'd like to recommend this one. The chapter "Modifying the brand's identity" could have been more detailed may be. But the rest of the content really helped me to know what to do now (and quickly), especially the brand scorecard which really works. So I guess it could help some other brand managers. But I still find the cover peculiar...
5.0 out of 5 stars
BRAND REJUVENATION is filled with practical tips.,
By Midwest Book Review (Oregon, WI USA) - See all my reviews
This review is from: Brand Rejuvenation: How to Protect, Strengthen & Add Value to Your Brand to Prevent It from Ageing (Hardcover)
BRAND REJUVENATION: HOW TO PROTECT, STRENGTHEN AND ADD VALUE TO YOUR BRAND TO PREVENT IT FROM AGEING considers challenges faced by existing brands, surveying the psychological and facts of brand stagnation and explaining how they can be re-energized to gain new marketplace interest. From how to uncover the early signs of aging to working out a successful recovery strategy, BRAND REJUVENATION is filled with practical tips.
Diane C. Donovan California Bookwatch
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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brand rejuvenation, rejuvenation remedy, rejuvenation factors, rejuvenation plan, great hourglass, ageing strategy, core target market, brand audit, rejuvenation strategy, perceived age, ageing factors, cognitive age, brand ages, young brand, brand manager, young image Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, New Balance, Philip Morris, New Man, American Express, Body Shop, Danger Easiness Cost Time, Jeffrey Himmel, The Himmel Group, Business Week, General Electric, Thomas Burberry New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
brand rejuvenation, rejuvenation remedy, rejuvenation factors, rejuvenation plan, great hourglass, ageing strategy, core target market, brand audit, rejuvenation strategy, perceived age, ageing factors, cognitive age, brand ages, young brand, brand manager, young image Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, New Balance, Philip Morris, New Man, American Express, Body Shop, Danger Easiness Cost Time, Jeffrey Himmel, The Himmel Group, Business Week, General Electric, Thomas Burberry New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 12
books:
See all 12 books this book cites
- Marketing Research by David A. Aaker in Back Matter (1), Back Matter (2), and Back Matter (3)
- Marketing Management (12th Edition) by Philip Kotler in Back Matter (1), and Back Matter (2)
- Brandsense by Martin Linstrom in Back Matter
- Brand Asset Management: Driving Profitable Growth Through Your Brands (Jossey-Bass Business & Management) by Scott M. Davis in Back Matter
- Only the Paranoid Survive by Andrew S. Grove on page 176
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