Pathology of revival of old brands with grounded theory approach

Document Type : Research Paper

Authors

1 Department of Management, Faculty of Economic and Management, Tabriz University, Tabriz, Iran

2 Department of Accounting, Faculty of Economic and Management, Tabriz University, Tabriz, Iran

3 department of accounting

10.22051/bmr.2024.44439.2490

Abstract

With the passage of time and with the changing needs and tastes of consumers and increasing competitive pressures, brand revival is a necessary strategy so that the company will respond to the needs of consumers more effectively than its competitors and stabilize the company's position in the market and create a competitive advantage. The current research has been studied with the objective of the pathology of the revival of old brands with a grounded theory approach. Data collection was done through in-depth interviews with 12 experts in the field of branding and old brands who have specialized in top brand product companies until reaching theoretical saturation. The current research is applied in terms of goals and qualitative in terms of analysis method. Around the main category (revival of the old brand) in three stages of data coding, nine conceptual categories of managerial measures, drivers, prosperity and production boom, environmental measures, economic obstacles, law and policies, structural factors, technical and technological obstacles, managerial obstacles have been found to directly or indirectly affect the revival of the old brand.

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