دانلود رایگان مقاله بازسازی برند زیبای به خواب رفته بیان مجدد بخش باقی مانده از برند

abstract

This study investigates the marketing strategies used to revive “sleeping beauties”, that is, brands that are no longer active on the market but which retain potential brand equity that can be conjured up in the minds of consumers by rearticulating the brand's heritage. Drawing on interviews with professionals in luxury and massmarket goods, we analyze the characteristics of sleeping beauties and provide a typology of reactivation strategies. A primary contribution of our paper is a better understanding of brand revitalization, by introducing the concept of the sleeping beauty and providing a typology of sleeping beauty reactivation strategies. Differentiated reactivation strategies emerge based on the brand's reputation on the market before revival, its orientation toward the past after revival, and the brand feature used in the reactivation. This study also contributes to the literature on heritage brands by showing how managers can transform a brand into a heritage brand. The findings show that in reviving sleeping beauties, the key factor is the way the brand can resonate with the collective memory.

5. Discussion

This research contributes to the literature on brand management by introducing the concept of sleeping beauties and investigating the strategies used to revive them. Sleeping beauties are brands that are no longer active on the market but still have potential brand equity that can be conjured up in the minds of consumers by rearticulating the brand's heritage. Heritage is often the only asset held by sleeping beauties when they have ceased all productive and commercial activity. The results of this study differentiate sleeping beauties on the basis of their reputation on the market before their revival (see Fig. 1). Some of them have kept a strong market reputation among the general public. Their reputation persists because they are embedded in individual and/or collective memories, like the Orient Express as observed earlier. However, most sleeping beauties retain no reputation in the market. After many years out of the market, almost nobody remembers them. They are forgotten brands, with a heritage. At best, they have retained a reputation with experts (people working in the industry, collectors, historians, journalists, etc.), but their heritage is not part of the individual or collective memory. One example is the fashion brand Madeleine Vionnet, which ceased operations in 1940. This distinction between sleeping beauties based on their residual pre-revival market reputation is key because it impacts branding revival strategy. The sleeping beauties with the greatest potential to succeed are brands that have left a mark on the collective memory, even if those marks are known only to experts rather than the general public. On the basis of archive material, managers evaluate a brand's potential to resonate with the collective memory. Our informants described t