Back to life! Why brands grow old and sometimes die and what managers then do: an exploratory qualitative research put into the French context

This paper highlights the ageing problem that every brand can potentially face. Fifty‐three in‐depth interviews with top‐level managers and advertising executives permitted the identification and structuring of the major possible causes of the ageing issue. After carefully sorting and ordering the applied remedies, the paper subsequently proposes the main potential ad hoc orientations for a rejuvenation cure that relates the causes to their possible appropriate remedies. Since there is no unique and systematic solution for such a problem, the purpose is to propose a decision‐making chart for brand managers in order to guide them towards the most appropriate strategic choice(s) for specifically rejuvenating their ageing brand.