The document introduces 'Brand Rejuvenator' from Hansa, a structured process to assess and revitalize middle-aged brands facing challenges like relevance and competition. The process includes a detailed assessment, workshops for brand direction, concept development, and testing to create a refreshed brand essence and execution plan. Ultimately, it aims to redefine brand architecture and energize the business for sustained success.

1. HAS YOUR BRAND HIT
MIDDLE AGE?
DOES YOUR BRAND APPEAR TO BE
LOSING ITS EDGE?
IS THERE CONFUSION ABOUT WHAT YOUR
BRAND STANDS FOR?
Presenting Brand Rejuvenator
from HANSA.
A structured proprietary process designed to assess a
HANSA
brand’s middle-age score, and define a sharp, relevant
brand essence that can help re-energize the business. Brand RJVNTR™

2. B rands, like people, grow into middle age and beyond. Brands, also
like people, can be refreshed and kept relevant for a long period. If this
doesn’t happen, brands will invariably lose their strength over time.
The Brand RJVNTR™ is a process by which companies can assess the strength and current
standing of their brand(s). It is particularly suited for “middle-age” brands serving
customer-based categories, with access to transaction data.
The process is comprehensive. It starts from diagnosis and ends with a refreshed brand
essence and an action agenda. It goes beyond consulting.
Why the Brand RJVNTR™ ?
A WELL-DEFINED BRAND MAKES BUSINESS EASIER.
A well-defined brand lies at the heart of differentiation.
A well-defined brand provides a platform for current and future business
development.
A well-defined brand focuses the activities of the company, and indeed oils
the entire operation.
A well-defined brand enhances the financial performance of the business.
HAS YOUR BRAND REACHED MIDDLE-AGE
FOR ANY OF THESE REASONS?
Has your brand strayed away from its core what made it successful?
Does your brand’s positioning no longer resonate with the customer?
Has new technology or new ways of working rendered your brand less relevant?
Has competition’s new products or services made your brand weak?
Are new potential customers not clear what your brand is about?
Has the price-value equation of your brand eroded over time?

3. What is the trajectory
of your brand?
Where would you plot your brand?
What can you do to move
up the curve?
The Brand RJVNTR™ process
The process is well defined in four structured steps:
1 2 3 4
Brand Workshop to Customer
Development
assessment determine validation
of brand
possible brand positioning of concepts
direction concepts to select the
most relevant one
1 BRAND ASSESSMENT
nal Stakeho
ter ssessmen lder
In A t
Step One will lead to a brand score – the degree to
which the brand is aging based on a proprietary index
Assessment
Com can e
Customer
score. The process is outlined below.
Brand
petitiv
Score
S
Internal stakeholder assessment of the brand:
¥ In-depth interviews with executives and
customer-facing employees. Tra ta
¥ In-depth discussions with trade and n s a c tio n D a
A n a l ys i s
channel partners.

4. Transaction data analysis:
Assessment of whether different types of customers have altered behavior.
Evaluation of attrition and strength of the brand.
Degree of brand advocacy.
Assessment of brand strength through the customers’ eyes:
The ideal brand experience.
Customer and prospect evaluation of client brand.
Competitive analysis:
Assessment of intensity of competition.
Identification of degree of differentiation.
Determination of ‘ownable’ brand attributes.
2 WORKSHOP TO DETERMINE POSSIBLE BRAND DIRECTION
A day-long workshop will be conducted with the client team, facilitated by senior Hansa
management well-versed in the subject of brand, to:
Share findings from assessment phase.
Converge around the group’s sense of the brand essence.
Evaluate implications on brand architecture.
Determine directions for creating new positioning concepts.
3 DEVELOP BRAND POSITIONING CONCEPTS
Brand ABC Four to six brand positioning
LOGO concepts will be developed by
Brand ABC expert creative writers and
can give you the designers in Hansa for validation.
competitive edge. An example of a concept card is
The world is awash with information, more than can be assimilated. The shown here.
challenge is to sift through this, and access relevant information. Only then is
a strategic response possible to gain a competitive advantage. At Brand ABC,
we strive hard to make available the right information in an easily accessible
format. Our distinctive analysis of 32 million companies, list of 44 million
decision-makers, in-depth industry reports, combined with business outlook &
trends can give you the unfair advantage.

5. 4 CUSTOMER VALIDATION OF CONCEPTS
Positioning concepts will be tested using maximum difference scaling (MaxDiff )
the preferred method for obtaining preference and importance scores across
multiple options.
MaxDiff offers sharp clarity on respondent preferences.
MaxDiff will be supplemented with drill-down items according to respondents’
preferred options. Drill-down would consist of scale items to assess reactions to preferred
concepts such as appeal, credibility, distinctiveness, impact on purchase intentions, and
other dimensions.
Execution of the new Brand Promise
The Brand Rejuvenator helps companies to plan and execute the new position in multiple
creative ways across customer touch points. Activities will include, but are not restricted to,
the following:
Presentation of winning brand positioning concept(s).
Development of brand execution plan.
Laying the foundation for potential additional support :
Creative communication services, including digital/interactive
Analytics
Research
Consulting to embed the brand promise into the delivery of the customer
experience
WHAT BRAND RJVNTR™ WILL DELIVER
We will deliver the definition of a refreshed brand platform that will lie at the heart of the
company, and will energize all stakeholders.
We will deliver a rationalization of brand architecture, backed by sound logic and
evidence, so that the company’s efforts are focused and streamlined, and the brands in
the portfolio are better managed.
We will deliver the platform for a rejuvenated brand that will help drive continued
business success.