What is Revitalization

The process by which a language and its uses are strengthened or brought back to usage after a period of disuse.

The idea of invigorating, restoring, or providing new life or fresh conditions.

Revitalization is implemented when there is the need to rejuvenate the brand, so it is contemporary and in accordance with the tendencies of demand ( Edwing et al., 1995 ). Latif et al., (2016) point out that this need to rejuvenate from the narrow and strict idea that people have about a product to more diversified benefits can be accomplished by reinforcing its presence among a younger target via line extensions, which will eventually bring collateral benefits even to the brand’s classic products. Revitalization can be a consequence not only of deficient acceptance of the full benefits of the product, but also of pure brand decline for being old-fashioned or struggling with equity problems ( Thomas & Kohli, 2009 ). Therefore, revitalization is linked to the need to increase consumer loyalty through reinforcement of perceived quality and recognition. This approach is adopted in companies with a long past that see themselves trapped in a positioning centered on its heritage and classic icons. This need of change must be balanced with the risk of a company losing its previous customer base by positioning itself in a segment that is too young, and completely lose its roots and authenticity, two attributes that are always a point of differentiation from the competition.