Aaker (1991)

Management > Global Marketing Management > Lectures > Independent Research > Aaker > Brand loyalty > Brand awareness > Brand associations > Revitalising the brand

Revitalising the brand

Environments and customer tastes continuously change and so it is up to firms to update and revitalise their brands. This can be done in the following ways:

• Increased usage (frequency and quantity)
• Find new uses
• Find new markets
• Reposition the brand
• Develop new technologies which make the previous product obselete