Many luxury brands place their heritage at the core of their brand value proposition and identity. This chapter analyses heritage brand management by focussing on a specific business issue—the revival of sleeping beauties. Sleeping beauties are brands that are no longer active on the market but still have potential brand equity that can be conjured up in the minds of consumers by rearticulating their heritage. The chapter presents three branding strategies used to revive a sleeping beauty: brand revitalisation, brand copying, and retrobranding. These strategies differ in the way they associate the brand with its past and heritage. Finally, the chapter investigates three issues that play a key role in the success of a brand revival: brand awareness on the market before revival, heritage reinterpretation, and heritage authentication.
DION, D. (2020). How to Manage Heritage Brands: The Case of Sleeping Beauties Revival. Dans: Pierre-Yves Donzé, Véronique Pouillard, Joanne Roberts eds. The Oxford Handbook of Luxury Business. 1st ed. Oxford: Oxford University Press.