Brand rejuvenation is a long-term strategic response to changes in consumer habits, technology, and the market environment. The study emphasises the importance of rejuvenation and the key factors determining its success, showcasing the Delamaris brand as a prime example of the rejuvenation case study. The process is presented through four central research questions: the reasons and needs for rejuvenation; how to recognise signs of ageing; the use of rejuvenation methods and elements; and the factors contributing to successful implementation. The research is divided into two parts: the theoretical part covers the basic concepts, such as the brand, its life cycle and existing rejuvenation methods, supported by the relevant research, while the empirical part is based on in-depth interviews and internal company sources, thus enabling a comprehensive understanding of the process in practice. The key milestone in the rejuvenation of Delamaris was the expansion of its portfolio to the fish salad segment, which also had a parallel impact on other rejuvenation methods. The company was aware of the need to refresh its brand and appeal to new target users; however, the visual and communication modifications alone were insufficient. Namely, the younger segment of users also expected functional improvements to products and packaging, which implies more complex development and high investments for the manufacturing company.
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