000			02016nam a22003017a 4500
003			OSt
005			20260512131143.0
008			250918b |||||||| |||| 00| 0 eng d
020			_a0007-6813
020			_a1873-6068
040			_ctbs
041			_aEnglish
100			_aThomas, Sunil _925922
245			_aA brand is forever! _b: A framework for revitalizing declining and dead brands _c/ Sunil Thomas, Chiranjeev Kohli
260			_bBusiness Horizons _c2009
300			_aPages 377-386
362			_aVolume 52, Issue 4, July–August 2009,
520			_aOver the years, numerous brands—such as Oldsmobile, Pan Am, and Woolworth—have met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are also lost. Unfortunately, even the strongest brands with high net worth are not immune from brand decline and subsequent death. In today's market, where new product introductions are both expensive and risky, it may be worthwhile to evaluate brands that are declining and invest in revitalizing them. However, there is a dearth of studies that focus on declining brands. In this article, we use findings from academic literature, detailed case studies, and interviews with marketing executives to provide guidelines in dealing with declining brands. We analyze the conditions that lead to brand decline and brand death, highlight signs that may suggest an impending decline, offer insights into assessing the viability of reviving a brand, and suggest various approaches that can be used to strengthen the brand and give it a second life.
650		0	_aBranding (Marketing) _96284
653			_aBrand equity
653			_aBrand demise
653			_aBrand death
653			_aBrand decline
653			_aBrand revival
700			_aKohli, Chiranjeev _925923
856			_uhttps://www-sciencedirect-com.hub.tbs-education.fr/science/article/pii/S0007681309000342
942			_2lcc
999			_c4965 _d4965