Brand Rejuvenation by Jean-Marc Lehu

Brand Rejuvenation by Jean-Marc Lehu

Brand Rejuvenation looks specifically at the challenges faced by existing brands in avoiding brand stagnation, and how to re-energise those brands that have become stale and ineffective.

"Unlike people, brands can live and even thrive indefinitelyToo often, however, they are allowed to lose relevance and vitality. Written with Gallic wit and flair, this book is aimed at managers of such ageing brands. It is more than a wake up call, providing, as it does, a systematic diagnostic framework and clear guidelines for action, supported by dozens of real-life examples." Professor Patrick Barwise, London Business School, co-author of Simply Better, winner of the American Marketing Association's 2005 Berry-AMA book prize. "Brands will always be with us and Jean-Marc Lehu tells us how to keep them alive and well. What causes brand to age, what cures are appropriate and how to prevent further lapses are engagingly and convincingly analysed in this well-informed book that will interest both practitioners and academics." Jean Boddewyn, Professor of Marketing & International Business, Zicklin School of Business, Baruch College, City University of New York "Lehu's book provides a clear roadmap to the marketing fountain of youth." Steven Faigen, Marketing Director, Towers Perrin "Jean-Marc Lehu provides deep insight and practical guidelines for any business leader or leader-to-be. A must." Sharon McIntosh, President, The McIntosh Company, New York "Making old brands new -- this is the hidden key to profitability for the tired cash cows in most brand portfolios. Lehu's insights, punchy examples, and structured approach to rejuvenating these old brands puts Brand Rejuvenation in a league of its own. Filled with practical tools, it gives both the novice marketer as well as the master marketer a great deal of bottom-line practical insights." Dr. Brian Wansink, Author of Marketing Nutrition, and Professor and Director of Cornell University's Food and Brand Lab "Case studies feature the Dove, Nivea, Marks & Spencer and Tesco brands and show how to lift a falling image and name." The Bookseller "Examines the challenges faced by existing brands trying to avoid stagnation and explains how they can be re-energised and re-focused to gain more power in the marketplace." Call Centre Focus "The book's three page check list should be required reading for all brand managers and consulted annually to detect the first signs of ageing." Marketing "Provides practical, real-world advice for brand managers, makes excellent use of case studies and gives readers valuable tools to assist in keeping their brands vital." Executive Book Summaries "Case studies of major brands such as Dove and Tesco illustrate a variety of practical tools managers can use to keep brands young and fresh in the eyes of consumers." Reference and Research Book News "Examines the challenges faced by existing brands trying to avoid brand stagnation and explains how they can be reenergized and refocused to regain power in the marketplace." Journal of Economic Literature "The value of Brand Rejuvenation lies in making clear the need to keep brands relevant to customers." Strategy & Business "Examines the challenges faced by existing brands...and explains how they can be re-energized and re-focused to regain power in the marketplace." Abstracts of Public Administration, Development and the Environment "A considerable amount of useful guidance is given" "The book's scope also encompasses some interesting observations on the wider topics of brand identity and brand image" "Interesting reading even if one is not the guardian of a currently ageing brand" Journal of Brand Management, January 2000

Jean-Marc Lehu is Associate Marketing Professor at Panthéon-Sorbonne University. A member of the OSES Research Centre on Transition Economics, he is also a consultant in marketing and communications and conducts research on customer loyalty and brand management. He has had several books and numerous articles published, including Branded Entertainment, also published by Kogan Page

SKU	Unavailable
ISBN 13	9780749451462
ISBN 10	0749451467
Title	Brand Rejuvenation
Author	Jean-Marc Lehu
Condition	Unavailable
Binding Type	Paperback
Publisher	Kogan Page Ltd
Year published	2007-11-03
Number of pages	272
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.