Revitalization is the New Brand Management

Every three to five years is the new time period in which brands need to revitalize themselves so they can remain viable.

In a recent survey sponsored by the American Marketing Association, and independent firms Luth Research and MiresBall, it was found that brands scored highest on its success index when that brand had been refurbished within that period of time.

Surveyors cited strong competition was the number one motivation for their brand overhaul and in second place was changing customer demographics/psychographics, pricing pressure and lack of brand awareness.

Still going strong are the companies’ marketing tactics, with web and interactive marketing placed highly in the realm of brand marketing, standing second only behind word-of-mouth.

When was the last time your brand was refurbished? Does the public relations plan for your brand include announcing a remodel and using interactive marketing?

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