BRAND REJUVENATION STRATEGIES: AN ANTIDOTE OF AGEING BRAND OF OMO DETERGENT SOAP

Abstract

Under the correct conditions, revitalizing a dormant brand can be a very successful tactic. It is 
widely accepted that growing older is the most welcome change in life. Many businesses have 
watched their brands loss their relevance over time, and this has dwindled their market share and 
ultimately, sales revenue. The study examined the effect of brand rejuvenation strategies on 
marketing performance of Omo detergent soap in Nigeria, using a cross- sectional survey design. 
The sample population of the study is two hundred (200) respondents from Unilever Nigeria, 
producer (Omo) detergent. Descriptive and inferential statistics were used to analyse, data 
collected, while stated hypotheses were tested using multiple regression. The findings revealed 
that celebrity endorsement, brand innovativeness/creativity and logo have significant influence on 
marketing performance of Omo. Thus, the authors conclude that for the product to regain its market 
share, it is imperative that Unilever embarks on aggressive revitalisation of the products quality 
and strategically re-position the brand in the minds and hearts of the final consumers. The 
conclusion stated that companies should be more aggressive because it is necessary to change the 
product attribute and introduce newer products with more uses in order to make the products more 
marketable. The recommendation of the study suggests that businesses should employ more brand
rejuvenating tactics that try to alter consumers' perceptions.