• Brandweek, Monday, January 22, 2007 12 PM

A new survey of senior-level marketers finds that brands that have been refurbished during the past three to five years are the most successful. According to the survey--sponsored by the American Marketing Association, and independent firms Luth Research and MiresBall--almost two-thirds of the 100-plus marketers polled believed their brand would benefit from a revitalization.

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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