In the past ten years, Procter & Gamble, Oil of Olay of “Oil of Old Lady ‘turned into Olay Total Effects – one of the strongest brands. Is one of your brands, a diamond in the rough? The authors outline five key questions that help you assess whether to invest in brand reinvention. If a brand can affirm all of them, chances are good that it has to be transformed from a laggard into a star potential. The authors present the five components of their Bran … Read more »

In the past ten years, Procter & Gamble, Oil of Olay of “Oil of Old Lady ‘turned into Olay Total Effects – one of the strongest brands. Is one of your brands, a diamond in the rough? The authors outline five key questions that help you assess whether to invest in brand reinvention. If a brand can affirm all of them, chances are good that it has to be transformed from a laggard into a star potential. The authors present the five components of their brand reinvention framework: set, target deals, production and channel, describes in detail how to approach the individual elements
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from
Alonzo Canada,
Joyce Chen
Source: Rotman School of Management / UOT
4 pages.
Release Date: 1 September 2011. Prod #: ROT150-PDF-ENG
Revive Your Business: A Brand Reinvention Framework Programme HBR case solution