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While referring to a human life cycle for a brand, this article targets some real issues faced by brands in their highly competitive marketplaces. If brands do not adapt they run the risk of disappearing fast. Therefore it is important for them to evolve continually in order to expect a longer life. On the contrary, Lehu (2006) proposes a three-stage process to address the problem of brand ageing. Firstly recognising that the ageing process has begun; secondly examining whether the brand still has enough brand equity to survive the rejuvenation; and thirdly, to form a strategy in order to create a successful future for the brand...
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