Decoding Branding: A Complete Guide to Building and Revamping Brands in the Age of Disruption (Hardback)Royce Yuen (author)
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Brand revitalization is gaining momentum as the number of new brand failures continues to rise. However, not all brands are worthy of a new life, and the challenge today is determining which brands can be salvaged and how best to do it. This book explores the top signs of an imminently aging brand and discusses some good and bad attempts at revitalization in the Asian region.
The book examines why brands age and how to decide whether a brand is an ideal candidate for revitalization. Counteracting demise calls for revitalization strategies to keep a brand contemporary and relevant, which are detailed in the book. Wellcrafted strategies can breathe new life into the brand at a time when it appears to be diminishing. In fact, the best brand revitalization strategy is to pre-empt the brand from aging.
The book redefines the concept of brand revitalization or brand rejuvenation by adding the new dimension of anti-brand-aging. Instead of just focusing on finding a remedy, the book advocates this enhanced concept, with a proposed methodology on how to help brands to continuously update themselves, hence prolonging the brand life cycle and preventing the brands from entering the declining stage, which is something that is highly relevant and valuable to all brands across all categories.
Publisher: Taylor & Francis Ltd
Number of pages: 256
Dimensions: 235 x 159 mm