Entrepreneurs: Invent a Brand Name or Revive an Old One? Case Solution
Discusses launching an entrepreneurial venture by acquiring an once popular brand name and reviving it. Ten executives were interviewed who acquired inactive brands and successfully re-launched them into the marketplace.
Through their comments it could be seen that with proper planning, a business owner can get the capacity to raise likelihood of success substantially by animating brands, rather than spending the enormous amount of capital required to assemble a brand new brand image. Decisions imply that nostalgia targeting is not enough; the revived brand must be repositioned to meet the values of the customers nowadays. It is also evident that reviving an old brand and licensing it may be very lucrative for the entrepreneur.
PUBLICATION DATE: May 15, 2005 PRODUCT #: BH121-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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