Summarize the steps in brand revitalization, and name an example of a brand that has been revitalized
What will be an ideal response?
Brand revitalization begins with understanding the original sources of brand equity and evaluating changes in negative and positive associations. Based on this information, the marketers decide whether to retain the same positioning or create a new one and, if so, which new one. If the actual marketing program is the source of the problem, a back-to-basics strategy may make sense. In other cases, the old positioning is no longer viable, so a reinvention strategy is necessary. The challenge is to change enough to attract some new customers without alienating old customers. Examples named in the text are Cadillac, Fiat, and Volkswagen. Students may name a different example.
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