The New Strategic Brand Management, 5th Edition

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Brand turnaround and rejuvenation

Regularly brands that had disappeared make a comeback. New management or an investment fund may have decided to recapitalize on their name and make a new offer to modern targets. Investment funds and business angels are fond of sleeping beauties, brands whose name still evokes resonance in our memory. There are good reasons for that. As assets, these brands are still endowed with brand awareness, attributes, beliefs: it is less costly to start from these premises than to restart from scratch. This is why, for instance, in 2001 BMW relaunched the Mini, the iconic British car brand.

Second, old brands evoke nostalgia, a value enhancing emotion. Part of the youth of many consumers in our ageing societies, they ...