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Brand relaunches

A brand relaunch reintroduces a previously marketed brand to improve its sales, market share and profits. It can be prompted by the brand not doing well in market or because it has potential to do even better. A brand relaunch can mean anything from a new pack design or advertising campaign, right through to a root-and-branch reworking of the product, its pricing, its distribution and its promotion. Usually it involves repositioning the brand and/or modernising its communications.

Key Reading

Important papers from across the WARC database

Bridget Angear offers five lessons for relaunching brands, using examples from brands including Old Spice, Mercedes and easyJet. She argues that successful repositioning requires increased investment maintained over a period of time, often extending beyond communications.
Find out how food brands have chosen to relaunch, to appeal to younger consumers, introduce a new brand narrative or demonstrate customer understanding.
A guide to breathing new life into an existing brand, to deliver business growth without the risks of NPD.
Findings from the IPA, including that re-launches have bigger business effects than other activities.
This article provides marketers with guidance on building brands, including a section on brand extensions.
Bringing back the iconic Twinkies and CupCakes brands back to store shelves after bankruptcy.

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