Managing brands for the long run: Brand reinforcement and revitalization strategies
Kevin Lane Keller.
California Management Review.
Spring 1999. Vol. 41, Iss. 3; pg. 102, 23 pgs
Reinforcing brands involves ensuring innovation in product design, manufacturing and merchandising and ensuring relevance in user and usage imagery.
Revitalizing a brand, on the other hand, requires either that lost sources of brand equity are recaptured or that new sources of brand equity are identified and established.
Shifts in consumer behavior, competitive strategies, government regulations, and other aspects of the marketing environment can profoundly affect the fortunes of a brand.