ABSTRACT
This chapter explores the topic of the brand life cycle, brand health, brand decline and resuscitation measures which ensure brand continuation. To perform a full analysis of brand decline factors and understand resuscitation options, based on the theories of several scholars. Two case examples are featured to demonstrate the successful revitalisation of luxury brands. The first compact case study is on the luxury brand MCM, and the second extensive case study is on Yves Saint Laurent. The chapter concludes with the Sustainability Note 6, which considers the negative impact of brand decline on all stakeholders and the benefits of brand continuation.
