As brands mature, they can lose the vitality that translates to declining market share and sales. Here are some examples: Mountain Dew, Old Spice, Chrysler, Dove, Burberry, Accenture, BMW, Samsung, JC Penney, Talbots, Ducati.In almost every product category including the industry we been discussing, we can point to once prominent and admired brands that fell into (and sometimes recovered from) this state.

Name a brandwithin the industry that was repositioned (successfully or unsuccessfully). Tell the story of the brand at the cross-roads, address lessons and takeaways about revitalizing and repositioning brands.

Answer these questions:

• Why was the brand revitalized, repositioned or rebranded?
• What problem was management trying to solve?
• What was the repositioning strategy?
• What tactics brought the new brand alive?
• Was the effort strategic and successful?Why or why not?
• What are the lessons and takeaways for repositioning brands?