The potential power of a brand is phenomenal, yet at some point in their lives, all brands begin to look old or lose their potency. Some are usurped by younger brands more in tune with the zeitgeist; others just grow tired or wear themselves out; still others lose direction and become separated from their target audience. In this book, Jean-Marc Lehu examines the challenges faced by existing brands trying to avoid brand stagnation and explains how they can be re- energized and re-focussed to regain power in the marketplace. First, he describes a three-stage process for addressing the problem of ageing: - recognize that the ageing process has begun; - audit the brand to ensure that there is sufficient capital remaining to make the rejuvenation effort worthwhile; - form a strategy to achieve success. Then he provides ideas and practical advice on how to rejuvenate the brand: - identify causes of brand ageing; - protect, strengthen and add value to the brand; - implement brand rejuvenation and ageing prevention strategies. Featuring case studies of major international brands, including Dove, Nivea, Marks & Spencer and Tesco, and visual examples of brand advertisements, Brand Rejuvenation offers brand managers, marketing professionals and students of marketing practical tools to facilitate brand evolution.