Brand Revitalization

Paper Summary:

The paper considers the importance of brand evolution and revitalization. The paper explains how brand revitalization extends the product life-cycle, making it a necessary step in keeping a product viable and giving new life to marketing for the product. The paper looks at the work of B. Merrilees who shows the nature of the process and many of the theoretical concepts applied to it.

From the Paper:

"Merrilees (2005) considers the importance of brand evolution in the general area of retail branding and how such evolution needs to be monitored and/or shaped as a way of revitalizing the brand. A brand loses some of its appeal over time unless this process is undertaken, though Merrilees notes that specific principles as to how to revitalize a brand are generally lacking in the literature. Merrilees refers to the process as rebranding and calls this "a major aspect of marketing" and as "critical for growing the brand" (para. 3). Merrilees examines the issue in terms of two existing paradigms of brand evolution and uses Canadian Tire as an example."

Sample of Sources Used:

• Aaker, D. (1991). Managing brand equity. New York: The Free Press.
• De Chernatony, L. & Riley, F.D. (1998). Modelling the Components of the Brand. European Journal of Marketing 32, 11/12, 1074-90.
• Evans, J. & Berman, B. (1995). Principles of Marketing. Englewood Cliffs, NJ: Prentice Hall.
• Keller, K. (2003). Strategic brand management. Englewood Cliffs, NJ: Prentice-Hall.
• Merrilees, B. (2005). Radical brand evolution: A case-based framework. Journal of Advertising Research, retrieved October 1, 2006 from http://www.questia.com/PM.qst?a=o&d=5013940836.

More papers on Brand Revitalization:

• Article Review # 129780 : "Brand Revitalization"
• Research Proposal # 149480 : "Brand Revitalization Strategies"
• Article Review # 99789 : "Bill Merrilees' Article: 'Radical Brand Evolution'"

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