Brand Rejuvenation (how To Protect, Strengthen & Add Value To Your Brand To Prevent It From Ageing)

The potential power of a brand is phenomenal, yet at some point in their lives, all brands begin to look old or lose their potency. Some are usurped by younger brands more in tune with the zeitgeist; others just grow tired or wear themselves out; still others lose direction and become separated from their target audience. In this book, Jean-Marc Lehu examines the challenges faced by existing brands trying to avoid brand stagnation and explains how they can be re-energized and re-focussed to regain power in the marketplace. About Author: Jean-Marc Lehu is Associate Marketing Professor at Panthéon Sorbonne University. He is also a consultant in marketing and communications and conducts research on customer loyalty and brand management. He has had several books and numerous articles published.