Research Paper on:
Re-Launching pre-established brands: Factors that constitute the successful re launch of brands; A research proposal

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regarding a product or a brand, this has the aim of not only informing the consumer of availability but also to stimulate the purchase of that particular product. The  branding itself will add value to the product with the increased positive perception that is created. Examples of this are seen globally, from Coca-Cola and McDonalds through to Nike and  Reebok. However, brands can also age, or develop history and just as products have a life cycle so do brands. The key to successful long life brands and products are  the renew or re-launch the brand the product or image before the decline sets in (Hooley et al, 1998). There is a great deal of research considering what factors  and ingredients are required to create a successful product launch, but less attention has been paid the re-launching brands. This paper will attempt to identify the factors that can create  success for the re-launch of a brand. 2. The Importance of the Research The benefit of this research is to look at re-launching a brand in the same  way that branding has been considered in the past and adapt the models to assess the way in which they may maximize the use of a companies resources when re-branding.  In any country where there are still severe constraints on business it is important the resources are maximized and costs kept low. This research will therefore be of both a  theoretical interest but will also have a practical and economical application. When we consider that many resources, such as the range of Philip Kotler books on marketing and many other  articles all concentrate on launches and ongoing campaigns re-launching appears to attract less attention (Kotler, 2003). However, it is a source of major expense and if undertaken incorrectly can also