Revitalizing an existing brand is improving upon, or changing current perceptions. The degree of change depends on brand’s equity and the client’s objective. Research provides context for the full spectrum of change strategies: from contemporizing a brand to heralding a new direction for a brand. The need for brand revitalization may be driven by some of the following circumstances:
- Outdated or irrelevant current brand
- New leadership for the company
- New direction for the company
- New or revised audience
Some examples of revitalized brands include Fed Ex, Amazon.com, AT&T, Travelocity, Cisco, and Bank of America.