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Do brands suffering from the effects of aging could ever hope to find a second life?

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  1. Summary
  2. Introduction
  3. Brands are racked by againg
    1. Like Human beings, brands suffer from time
    2. The identification of the origins of the brand aging : the audit of the brand
  4. The dynamic of a brand relaunchment
    1. The revitalization of the brand through an overall of its identity
    2. The product offer, essential lever of action for a successful strategy of revitalization
    3. Reconsidering the target: to renew, develop and secure its customers loyalty
    4. Boost the communication to boost the brand
    5. Review the distribution strategy to boost the brand
    6. A combined action to improve efficiency
  5. Protect the brand from aging
    1. The factors of sustainability of the brand are also the levers ensuring the success of a strategy of relaunch
    2. Preventive strategy versus curative strategy
    3. Time does not have the same effect on every brand
  6. Conclsuion

Invisible, imperceptible, disquieting, time has now become a dominant concern in our societies. The fact is that the Human remains powerless to time. So the time has become both enemy and absolute covetousness; its control, a priceless Grail.
Human is subject to time, he is forced to be subjected to it: physical, physiological and psychologically de-generative.

That is why many of them are in search of an elixir of youth to help them to fight against the aging effects. Or might we say that they are in search of eternal youth.

Many companies have developed a business around this phenomenon: botox, face lift, fitness, and various different creams, etc. The solutions proposed on ?the market of anti-aging? are innumerable.

And yet, aging is inevitable. It can be seen of different kinds: [All events that mark the evolution of an organism to the death] or [Made of becoming obsolete, no longer meet the needs of an era] .

Thus aging may be either a state devoted to an inevitable ending, or simply a state in discrepancy with the times, exceeded. So, in this second case, perhaps still viable.
Marketing is, in its most reductive definition, the science that aspires to meet consumer expectations by identifying their needs and by adjusting the offer accordingly. Time becoming a major concern for most consumers, marketing could not ignore it.

Paradoxically our society is becoming older but continues to evolve, create, and renew itself. So marketing must adapt itself, while maintaining constancy in time for the promise of the brand.

[...] In fact, to enable brand to find their second life, to last over time and acquire a the status of benchmark, brands must stand firm on principles and values (including the basic proposal of the brand) while renewing the supply, communication, and distribution, price, to suit the demand, the market competition, technological innovation, and to a customer always smarter, better educated and more demanding, etc. In other words, the brand must be able to change and evolve while remaining the same. [...]


[...] It is rare that the aging of a brand comes from a single cause. In other words, it is rare that aging alters only one criterion. The practice of an audit of the brand must precisely identify all criteria that have been affected by the surroundings, instead of making effort on only one criterion, while others equally affected, could continue to affect the image of the brand. The preliminary step of the brand audit must be to clearly and objectively identify if the brand really needs to be rescued from his sad fate. [...]


[...] However, through a study, the design agency noted that the calligraphy and colors codes were too close to those of Suze, and thus suffered from the aging image of this appetizer, as well as that the yellow and blue package do not expresses the fact that there is alcohol in the beverage very well. Suze Tonic was re-launched in summer 1996. The color blue was abandoned in favor of black and metallic. The label has become transparent (it is like a screen) and the drink has gained status through the black headband on the hooded cap. [...]

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