Brands that were refurbished during this period scored the highest on the survey's success index, which is based on market share, the ability to derive premium pricing and internal brand perception.
Marketers surveyed said the challenges facing their brands motivated them to change. The top driver was strong competition, according to 59% of respondents.
Surprisingly, despite all the revitalization efforts under way, marketers anticipate little change in their brand's positioning over the next five years. "They're spending a lot of time and money keeping their brands fresh," says Rachel Thomas, marketing director at design firm MiresBall, "but they're not making a whole lot of moves when it comes to positioning."
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