The life, death and resuscitation of brands

Purpose – By using the metaphor of the human life cycle this paper examines some of the longevity issues of branding. The paper also explores how brands can be resuscitated (or rejuvenated) when in declining health or indeed on the edge of death (brand heart attack). Linked to this is the Darwinian view of adaptability where brands have extended and, indeed, developed their market position through innovation and re‐positioning. Equally, it considers the outcomes when there is little or no hope of resuscitating the brand, and the future of the organization. Mini cases studies are provided throughout that illustrate some of the issues in the life, death and resuscitation of brands. Design/methodology/approach – While using a metaphor the paper is designed to consider real issues that brands face within dynamic highly competitive environments. If brands do not adapt (through innovation and re‐positioning) they risk premature decline and death. Findings – The “health” of a brand is determined by numerous internal and external factors. Some within the control of the organization others not. Simple errors of judgement can have a catastrophic impact on the brand. However, though continual monitoring organizations can adapt the brand to evolve within changing environments. Research limitations/implications – There is potential for future research in two core areas: developing the human life span further as a metaphor for brand existence; and considering the ‘vital’ signs for an ailing brand. This may then lead to a better diagnosis of failing brands and more informed ways of rejuvenating such brands. Practical implications – Organizations must seek to continually monitor the ‘health’ of the brand in relation to its changing environments. Life expectancy can be increased through evolving the brand (innovations and re‐positioning). However, organizations must also recognize when the brand had genuinely reached the end of its life span. Brands that have a lingering decline do little for the brand or the organization. The difficulty for many organizations is really knowing when the brand can no longer be resuscitated. Originality/value – The objective of this paper was to explore the idea of the human life cycle being a metaphor for a brand’s existence. By taking such an approach it may assist managers in determining: the potential longevity of their brand; and rejuvenate ailing brands. Thus the article has a practical application.