What Is Brand Revitalization? (With Examples, Pros and Cons)
By Indeed Editorial Team
Published April 2, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
A company's brand is its identity and includes the way consumers view its products, services and profiles. With changes in the market and other factors, companies often revitalize their brands to ensure their products stay relevant and profitable. Learning about this process can help you prepare for interview questions about this subject and understand why companies might do this. In this article, we discuss what brand revitalization is and why companies do it, then provide a list of examples and share some of the pros and cons of this process.
What is brand revitalization?
Brand revitalization is how companies update their branding and marketing efforts to match the changes in the market. This often happens after a product has been in the market for some time and profits start to drop slightly after peak performance. Companies might consider updating their packaging, advertising strategies or product specifications as ways to revitalize their brand.
Related: A Guide to Creating a Brand Strategy
Why do businesses revitalize their brands?
There are several key reasons companies revitalize their brands:
Competition: Businesses often revitalize their brands when there are many similar products in a market. By doing this, they're able to improve products or brand messaging to surpass their main competition.
Relevance: Especially with products that have been in the market for a long time, companies might revitalize to stay relevant in their areas. This means understanding the changes in needs of customers and adjusting branding strategies accordingly.
Reputation: You might see brand revitalization if companies want to improve their reputations. This can happen if they experienced any negative publicity and hope to improve their image through rebranding.
Globalization: One of the most common reasons to revitalize the brand is if a company hopes to expand into international markets. This can include packaging updates, functional changes and language updates through several channels.
Technology: With rapidly changing technology, companies often adjust their strategies to adapt to how customers interact with new tools and platforms. They might need to update the products themselves or how they communicate with customers about them.
Mergers: Mergers and acquisitions often mean companies have to combine resources and work to keep their unique customer bases and employees happy. This can mean evaluating what's most important to improve profits and ensure loyalty.
Legality: Sometimes businesses might face legal issues, like copyright issues with photos or logos. If this happens, a company might need to rebrand and acquire the rights to its own materials.
Examples of brand revitalization
Here are some examples of brand revitalization:
Companies might adjust their product specifications or products to meet the new or unique needs of the customer. For example, a phone company might make covers to protect its devices. After some time, other manufacturers produce these same products and the company's profits may drop. To revitalize the brand, they might make cases with built-in chargers. This can help it adjust to changing technologies and market saturation to improve its business performance.
Companies can use revitalization to target new customer bases. For example, an athletic clothing company might focus on comfortable outfits for those working out or playing sports. As the clothing might use temperature-cooling technology, the company might see an opportunity to sell some of its clothes or new products as loungewear. This new branding can expand to new markets while offering customers that prefer the classic products the same.
With brand positioning, companies create an identity based on price, promotion, product and place. Adjusting any of these can create brand revitalization. For example, a company might promote its shoes as the most comfortable and charge high prices. If sales begin to fall, the company might consider dropping the price and rebranding them as the most affordable comfort shoe. Customers that were loyal might have more of an interest in buying these shoes and the company might earn the trust from the bargain-shopper market.
Related: What Is Repositioning?
If a company needs to adjust something for legal reasons, it can revitalize its brand. For example, a sports drink company might find out that someone with a similar logo has the rights to the image. It could redesign the logo, which might affect other components like packaging, website design, tagline and color palette. It might also create a brand awareness campaign to familiarize existing customers and help engage new consumers.
Pros and cons of brand revitalization
There are several pros and cons of brand revitalization:
Pros of brand revitalization
Here are some of the positives of brand revitalization:
Engaging new customers: With a new branding strategy for a product, you can engage new customers. This can attract new markets or demographics that might not have engaged with your products or services before.
Improving profits: As revitalization often happens when a product sees declining profits, this can help improve those figures. Depending on your price points and strategies, you might see more profit with new markets and consumers.
Increasing market share: Revitalizing a brand involves understanding where your product fits among the competition. With this strategy, you can increase your market share or the number of people that choose your product over others.
Cons of brand revitalization
Here are some drawbacks to brand revitalization:
Resistance to change: Some customers and employees may prefer the previous versions of products, distribution channels or marketing. You might offer several options or targeted marketing strategies to help avoid customer turnover.
Additional costs: When revitalizing your brand, you might spend money on additional marketing materials or manufacturing. You can evaluate potential sales to ensure the efforts can cover any costs and help you earn profit.
Uncertain results: Customers might be uncertain about what you offer or how to respond to your new marketing. Companies might clarify this confusion by promoting new brand awareness campaigns to inform them of any changes.
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