Excerpt
Content
1 Introduction
2 Brands
2.1 The definition of brands
2.2 Brand equity
2.3 Brand identity
3 Brand strategies
3.1 Positioning of brands
4 Brand Relaunch
4.1 Causes for repositioning brands
4.2 Brand identity within a relaunch process
4.3 Comparing the launching of a new product to reintroducing an existing one
4.3.1 The advantages of a relaunch
5 Management activities
6 The Marketing Mix
6.1 Relaunching brands within an integrated Marketing Mix
7 Conclusion
Bibliography
Literature
Articles
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- Anonymous, 2011, Brand Revival - An Overview, Munich, GRIN Verlag, https://www.grin.com/document/190092
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