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Six Rules for Brand Revitalization: Learn How Companies Like McDonald' Can Re-Energize Their Brands
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Assess every element of the marketing mix to figure out the variables that may be pulling down the quality perceptions of your brand. Reassess the relationship between consumer and brand. Understand the brand values. Brand values are the most basic and fundamental meanings and significances a truly strong brand comes to represent — values such as honesty, affection, security, freedom, fun, dominance, trust etc. Every brand should have some kind of unique idiosyncrasy, something that makes the brand look different.
It could be a mnemonic, a characteristic that makes it appear different. Work out a thorough revitalisation plan.
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These principles apply to services, industrial products, consumer products, durable goods, B2B, technology. These brand principles were applied to the revitalization of McDonald's. The remarkable turnaround of McDonald's is a real-world demonstration that these principles work.
Light reveals exactly how McDonald's did it with a complete case study in their upcoming book. Whether it's a new or a more seasoned "senior" brand, Six Rules for Brand Revitalization will help to strengthen it. The Six Rules for Brand Revitalization will enable marketers to:. In Six Rules for Brand Revitalization , Light also exposes branding myths that actually limit brands and offers up insights and tips to help marketers reinvigorate their brands, or keep a still strong brand from losing its relevance and value.