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

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

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Abstract

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.

Summary
Introduction
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
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
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
Conclsuion

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Extract

[...] 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. [...]

[...] Therefore we decided to focus our study on the following question: Can brands suffering from the effects of aging ever hope to find a second life? In other words, how can the managers of a brand that is out of touch with the current market bring back dynamism? * * * Our research will focus on consumer brands on the French market. By consumer goods, we mean the goods that could be fully or partially consumed during their use (e.g.: food), but also semi-durable (they last for some time but are frequently renewed; e.g.: shoes) and finally , durable goods that can be used for several years (e.g.: car, refrigerator, etc . [...]

[...] If the future of the brand rests on a single product, then it is almost inevitable that if it had to suffer from the effects of aging (inconsistent with the demand, obsolete technology, no communication, etc.), and the brand that supports it will suffer from the same fate. It is essential for the brand to support a portfolio of products of several ranges. If any of the products or product lines disappear, or leave the market, the brand could offset this loss by investing in another of its lines, or a product with high potential. [...]

[...] Thus, thanks to a combined action of different possible actions of re- launching, BMW has been able to give a second life to the Mini, and it is thanks to this strategy that many brands have enjoyed a second life. PART III. PROTECT THE BRAND FROM AGING Or how the ensure the sustainability of the brand. I. The factors of sustainability of the brand are also the levers ensuring the success of a strategy of re-launch 1. To reshape the brand identity a. [...]

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