Central European Business Review 2015, 4(2):5-11 | DOI: 10.18267/j.cebr.121

Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads

Živa Kolbl1, Maja Konečnik Ruzzier2, Tomaž Kolar3
1 Živa Kolbl, MBus., Young researcher and assistant, Department of Marketing, Faculty of Economics, University of Ljubljana, Slovenia, Kardeljeva ploščad 17, 1000 Ljubljana, Slovenia, ziva.kolbl@ef.uni-lj.si
2 Maja Konečnik Ruzzier, Ph.D., Associate Professor, Department of Marketing, Faculty of Economics, University of Ljubljana, Slovenia, Kardeljeva ploščad 17, 1000 Ljubljana, Slovenia, maja.konecnik@ef.uni-lj.si
3 Tomaž Kolar, Ph.D., Associate Professor, Department of Marketing, Faculty of Economics, University of Ljubljana, Slovenia, Kardeljeva ploščad 17, 1000 Ljubljana, Slovenia, tomaz.kolar@ef.uni-lj.si

Brand revitalization is a process, which is often necessary when the brand's offer of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization. With the review of secondary data, as well as interviews with the brand's marketing managers, the paper proposes main steps and serves as a guideline to other managers, when going through brand revitalization.

Keywords: revitalization; rejuvenation; brand aging; strategies of brand revitalization
JEL classification: M31

Received: February 7, 2015; Revised: May 14, 2015; Published: June 30, 2015  Show citation

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Kolbl, Ž., Konečnik Ruzzier, M., & Kolar, T. (2015). Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads. Central European Business Review, 4(2), 5-11. doi: 10.18267/j.cebr.121
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