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Healthcare Glossary

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Brand revitalisation

The marketing strategy employed when a brand has reached maturity and profits begin to decline. Approaches to revitalisation may include one or all of market expansion, product modification or brand repositioning.

A brand revitalisation programme involves approaches to reclaim lost avenues of brand equity. It also seeks to identify and establish new sources of brand equity. Examining changes in the marketing environment, competitors' strategies, consumer behaviour, evolutions of cultures and many other factors can help determine brand erosion and aid brand development.

See also:
Brand
Brand extension
Brand image
Brand management
Brand mapping
Brand reinforcement
Brand strategy
Brand value
Branding ladder
Brand personality

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