QUESTION ONE 25 MARKS For a successful turnaround, brands sometimes have to return to their roots to recapture lost sources of equity. In other cases, the brand meaning has had to fundamentally change to recapture market leadership. Regardless of approach, brands on the comeback trail must make more revolutionary than evolutionary changes to reinforce brand meaning. With this in mind discuss how companies are using the revolutionary branding strategies to revitalise the fading brands. In your discussion choose a specific brand or two brands and present how this approach has worked for the brand as well as the challenges that the organisation has faced whilst using this branding strategy. You need to be as practical and objective as possible in your discussion.

The subject is Brand Management and Customer Equity ( Marketing Program)