Revitalizing mature packaged goods Available to Purchase

Managers of mature or established brands have received little guidance regarding the strategic and tactical decisions they must make to keep their brands healthy. By focusing on how existing consumers perceive, choose, and use brands, this paper suggests how managers can generate and prioritize strategic and tactical opportunities for revitalizing their brands. Specific recommendations are presented as to how these strategies can be successfully implemented by brands with differing levels of market share and resources.