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News Release from: Kogan Page | Subject: Brand Rejuvenation
Edited by the Marketingservicestalk Editorial
Team on 16 November 2007
Kogan Page updates Brand Rejuvenation
book
In the new edition of Brand Rejuvenation, Jean-Marc Lehu examines the challenges faced by brands trying to avoid brand stagnation and explains how they can be re-energised.
The new edition of Brand Rejuvenation will be published by Kogan Page on 10 January 2008 Author Jean-Marc Lehu examines the challenges faced by existing brands trying to avoid brand stagnation and explains how they can be re-energised and re-focused to regain power in the marketplace
This article was originally published on Marketingservicestalk on 9 Jul 2007 at 8.00am (UK)
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First, he describes a three-stage process for addressing the problem of ageing: recognise that the ageing process has begun; audit the brand to ensure that there is sufficient capital remaining to make the rejuvenation effort worthwhile; achieve and/or recover success Then he provides ideas and practical advice on how to rejuvenate the brand: identify the causes of brand ageing, protect, strengthen and add value to the brand; implement brand rejuvenation and ageing prevention strategies.
It provides several examples of successfully rejuvenated brands such as Dove, Nivea, Marks and Spencer and Tesco.
Jean-Marc Lehu is Associate Marketing Professor at Pantheon Sorbonne University.
He is also a marketing and communications consultant, and has had several books and articles published, including Branded Entertainment (also published by Kogan Page).
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