Brands Are Continually Changing, But In Certain Cases They Need To Shift Radically To Gain Back Their Customers
Brands are continually changing, but in certain cases they need to shift radically to gain back their customers
Abstract
By comparing the views of Groucutt (2006) and of Lehu (2006), reviewed by Dinnie (2008), we are able to see two different approaches to the rejuvenation and life cycle of a brand. Whilst Groucutt (2006) sees that a brands’ market position can be developed thanks to innovation and repositioning. While referring to a human life cycle for a brand, this article targets some real issues faced by brands in their highly competitive marketplaces. If brands do not adapt they run the risk of disappearing fast. Therefore it is important for them to evolve continually in order to expect a longer life. On the contrary, Lehu (2006) proposes a three-stage process to address the problem of brand ageing. Firstly recognising that the ageing process has begun; secondly examining whether the brand still has enough brand equity to survive the rejuvenation; and thirdly, to form a strategy in order to create a successful future for the brand. To accompany these two different theories, this article will also brings forward the fairly recent downfall of Burberry, which “has [had] the advantage of benefiting from an effective rejuvenation remedy that has granted it a new youthfulness”. (Dinnie, 2008)
Introduction
In today’s day and era, brands are continually changing. Although it is expected for a brand to shift slightly on a regular basis, some brands going through difficulties in the marketplace seem to need a complete and total turn around, in order to continue performing well in spite of a brand ageing problem. Very ...