brand revitalization case study

Many heritage enterprises have been struggling with severely declining brands in the digital era and are in desperate need of brand revitalization. Resolving the decline of heritage brands is not only a commercial issue but also a cultural sustainability issue because a living heritage brand can be considered an example of the preservation and even inheritance of a certain culture or history.

Key insights. McDonald's embarked on an ambitious revitalisation of the brand following a series of events that had damaged brand perception to improve every aspect of the business. Based on substantial investments in research, food was revamped and reinvented, restaurants redesigned and staff morale boosted.

The case study of Olay's brand revitalization offers a compelling narrative of strategic repositioning, product innovation, and a digital transformation that has captured the attention of industry experts and consumers alike. This transformation has not only enabled Olay to regain its foothold in the market but also serves as a noteworthy ...

Given our research focus on brand revitalization, this section will introduce the development of FT in two periods: the brand decline stage and the brand revitalization stage. 4.1. The Heritage Brand Decline Stage: 1980-2014. Originating in China, inkstone is a stone mortar used for the grinding and containment of ink.

The company's sales and profits surged, and it reclaimed its position as a leader in the toy industry. Moreover, they revitalized the brand image, resonating strongly with new and existing fans, securing the brand's future for generations to come. Our LEGO case study showcases the magnitude of the company's financial growth over the last ...

Brand revitalization is a marketing strategy that involves repositioning an existing brand to better resonate with its target audience, improve its competitive position, and drive business growth ...

This article presents a seven-step process for The Park's brand revitalization effort, which begins with strategy and ends with implementation. The seven steps are (1) conduct a comprehensive brand audit, (2) determine the brand position, (3) develop the brand platform, (4) establish the brand beliefs, (5) evoke the brand experience, (6 ...

Describes how the brand was successfully revitalized in the early 1990s. Draws a distinction between revitalization and the successful "renaissance" advertising strategy. Reviews the outcome of the renaissance campaign, ini addition to Mazda′s current performance, concluding that the brand has been successfully revived - to the point ...

Using a Chinese heritage enterprise as a case organization, we identify three key processes of brand revitalization (i.e., redefining the heritage brand, communicating the updated image to ...

sustainability Article Brand Revitalization of Heritage Enterprises for Cultural Sustainability in the Digital Era: A Case Study in China Chenxi Li 1,2, Zhengyan Cui 3, Jing Chen 1,2,* and Ning Zhou 1,2 1 School of Economics and Management, Beihang University, Beijing 100191, China; [email protected] (C.L.); [email protected] (N.Z.)

The case studies are also focused on two specific examples, and do not provide an overall conclusion for the entire industry. Originality/Value: This paper gives a unique insight into brand revitalization strategies, the 'ageing' of older music brands and the disruption in the music industry. It provides a solution to the gap of literature ...

Case studies. Snapshot. A powerful combination of product development and inspired marketing that was true to the brand restored KFC's fortunes on the high street. Key insights. A fresh business strategy, rigorously implemented through all aspects of marketing, transformed the KFC brand from sharp decline to category-beating growth.

The marketing task, therefore, was one of rejuvenation, or revitalization -- rather than repositioning in the traditional sense. The original core values of the Mazda brand in South Africa (durability and reliability), while still important to consumers at the rational level, had become inherent in almost all other automotive brands.

two specific case studies of relevant music groups; ABBA and Queen. These case studies are later discussed, connecting the examined literature to these practical applications. Findings: The findings of this paper show that brand revitalization in the music industry can increase sales and capture new target markets.

brand revitalization for the case company to regain the competitiveness and strengths. Keywords: brand revitalization, Donghai Securities Company, corporate brand, brand ... A single case study is used in this research. A case study can provide data by various research methods with people involved in that context, and maybe connected with the ...

Case Study of Motorola: Brand Revitalization Through Design. When Motorola released its earnings report for the second quarter ending June 2005, analyst and competitors alike were stumped. The company posted revenues of $8.83 billion up from $7.4 billion a year ago and earnings of $993 million against a $203 million loss a year ago.

DOI: 10.3390/SU11061769 Corpus ID: 159094697; Brand Revitalization of Heritage Enterprises for Cultural Sustainability in the Digital Era: A Case Study in China @article{Li2019BrandRO, title={Brand Revitalization of Heritage Enterprises for Cultural Sustainability in the Digital Era: A Case Study in China}, author={Chenxi Li and Zhengyan Cui and Jing Chen and Ning Zhou}, journal ...

Case Study. BRAND REVITALIZING AND BRAND REINFORCEMENT: THE CASE OF ARROW SHIRTS IN THE INDIAN CONTEXT. Kumar Ramesh S , Choudhary Amod ... Brand revitalization , Brand reinforcement ,Consumer behavior ,Self-concept , Readymade wear ,Personality,Symbolic needs., Premium brands,Emerging markets . Length:

With several brands in the premium shirt market, the Arrow brand faced the challenge of balancing its premium associations that had been nurtured in the past to make the brand contemporary. The concept of "premiumness" with regard to the category had undergone a shift, with equally strong brands (comparable to the Arrow brand) strengthening their positioning on premiumness. Arrow faced several ...

The introduction of the original Mazda 323 five‐door into the South African market in 1977 launched the brand from virtual obscurity to instant success. The 323 became the top selling derivative in the country and the brand became a household name. However, during the 1980s the brand′s equity steadily eroded and it was perceived to be a staid, boring marque with a poor image.

Using a Chinese heritage enterprise as a case organization, we identify three key processes of brand revitalization (i.e., redefining the heritage brand, communicating the updated image to consumers, and reconstructing the market boundaries of the heritage brand) for achieving cultural sustainability and examine the detailed mechanisms of each ...

It involved case study research in the beverage industry, where 11 senior marketers were interviewed in depth., - A line extension into premium categories was seen to be an effective strategy to revitalise a brand. Respondents also stated that the line extension needs to be very closely linked to the core brand.

This video explains the concept of brand revitalization which the brands generally use to stay relevant in the changing environment. Revitalization of a bran...

In a post-pandemic era marked by a decline in consumer purchasing power, particularly in the restaurant industry, this paper delves into the successful collaboration between the international fast-food chain KFC and the popular open-world role-playing game, Genshin Impact. This collaboration, which occurred in 2021, generated extensive buzz and recognition on social media platforms. By ...

Microsoft Advertising case studies. Show filters. Filter By. Cancel Apply filters. Topic. Optimization. Revenue. Ad format. Audience. Goals. Drive conversions. Sell products. Industry. Retail. Travel. Finance. ... The first Pharmaceutical brand to launch Video ads with Microsoft Advertising saw almost 2X increase in brand searches. May 10, 2024.