Entrepreneurs: Invent a Brand Name or Revive an Old One Harvard Case Solution & Analysis

Talk launch entrepreneurial ventures by purchasing the once popular brand and revitalize it. Ten executives were interviewed, who acquired the dormant brands and successfully relaunched to the market. Their comments suggest that with proper planning, the entrepreneur will be able to increase your chances of success substantially to revitalize the brand, and not spend a huge amount of capital needed to create a new brand image. Findings show that nostalgia is not enough guidance, revived the brand should be moved to suit the client's current value. The data also show that revived the brand licensing to unrelated industries can be very beneficial for the entrepreneur. "Hide
by Lawrence M. Bellman Source: Business Horizons 8 pages. Publication Date: May 15, 2005. Prod. #: BH121-PDF-ENG

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