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

Hortense m.

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

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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.

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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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Extraits

[...] - Allows brand extensions. Factors that influence the brand image, are diverse and are all equally important: - The brand's and company's identity: name, system of visual and audio identification, history of the brand, values attached to the brand and its company. - The product: product attributes, benefits, goals, psychological, sociological, new products (innovation is a key factor of an image evolution), the experience gained from the use of branded products. Other very important factors: - The places, times, ways of use of the product - The price - The perceived quality - What others say: word of mouth, editorial . [...]

[...] The brand of nutraceuticals SlimFast (Unilever) has used an ambitious strategy in order to readjust the brand identity and make it seem as the thin partner of women who want to be slimmer. Of course, the products have been reworked, but the reshaping of identity comes mainly from the communications policy. Meal substitute should not be seen as a constraint but as a pleasure, a moment of complicity with the brand. The tone of the communication is based on the "real" with testimony. [...]

[...] And the brand was redistributed in the country in February 2006 with cheeky and sexy visuals. Predominantly male, the collections will be more open to women by offering a small collection developed since the past two seasons. All this has helped to rejuvenate the target that had aged with the brand. Thus, it is primarily the arrival of new competitors into the market and the non-revival of the brand, which led to decline in its market. The solutions used to re-launch: a work on the DNA of the brand identity, and a renovation of it while keeping its values. [...]

[...] ) it will obviously be decided according to the budget allocated to this position. It may also be relevant to extend the new tone of communication on the website of the brand. By renewing the content, and readjusting it to the new identity defined by the brand: fun, informative, interactive, institutional, etc . The revival of the communication happens mostly through advertising, but it is important to first communicate the renewal of the brand on the product itself: as the logo, visuals, typography, graphic design and packaging will be wrought and renovated. [...]

[...] Do not ignore a trend c. Creating barriers to market entry 6. To reshape the intern brand management a. Listening to the market, and to results of studies b. Identify its limits c. Anticipate the aging d. Involve its teams e. Optimize the time management 7. Connect the distribution system with the new brand identity a. Association to a place or a distribution channel enhancive b. Increase the customer loyalty c. Do not withdraw into a distribution mode II. [...]

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