The Threats of Brand Rejuvenation: The Land Rover Defender Case
Introduction: Brand rejuvenation stands for bringing brand up-to-date. Any brand might face at some point an aging issue. One way to handle this issue is to perform brand rejuvenation. However, the process of brand rejuvenation is not a simple process for the company. There are various aspects that might affect the process which can turn into negative results. In this paper, we investigated the La
