Consumer Beliefs and Brand Revitalization: Case Study of OMO Detergent Brand
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Date
2019
Authors
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Journal ISSN
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Publisher
Uganda Christian University
Abstract
In an ever changing world powerful brands have to adopt to the new trends and evolve to match
the market demand. Brand revitalization involves the company adapting change in product
attributes to challenge the new competition as an attempt to bring back the product to life, to
perform better and new approaches are implemented which may include market expansion,
modification of product and brand repositioning, (Gregory Hamel, 2016). Consumer belief is
influenced by the brand attributes as a consumer seeks to find favorable price, function and
perception towards the product.
Brand revitalization helps to timely adjust changing trends being able to meet the changing
attributes needs and desires of consumers and deal with competitive threats. This gives a brand the
advantage to stay ahead of the curve in recognition of current and future strategic and competitive
challenges. Starting the revitalization process before the brand fades sets a track record to be
followed by the organization on the performance of the brand, Chekitan and Kevin, (2014). The
Park Hotel India used a seven step process Chekitan and Kevin, (2014), Light and Kidodon (2009)
used the six step analysis of brand revitalization.
Description
This is a dissertation.
Keywords
Consumer Beliefs, Re-branding, OMO Detergent Brand