New Uses that Revitalize Old Brands

Abstract

Determining new uses for old products is becoming increasingly important to brands in the maturation and decline stages of the product life cycle. The challenge lies in understanding how to most effectively generate, screen, and promote new uses that revitalize old brands. An analysis of 26 packaged goods manufacturers and 402 consumers provides insights into how new uses for old brands are generated, screened, and most effectively promoted.

Keywords: brand vitality, marketing, product uses, branding, marketing strategies, consumer research, promotion