Designing a brand rejuvenation model with the role of brand-oriented human resource strategy

  Objective: Brand rejuvenation is an important and vital issue for businesses that have lived a lifetime and in the competitive market, have taken some initial steps towards production, marketing and sales, and are now in the field of new brands. They feel the presence of competitors and rapid market changes more than ever. The importance of this category in today's business has led to the aim of the present study to design a brand rejuvenation model with an emphasis on the effective role of brand-oriented human resources in the organization. Participants in the study were branded marketing and management professors, as well as marketing experts active in branded companies.  Methodology: The analytical approach in this research was qualitative and based on semi-structured interview tools. In the meantime, after conducting interviews with 15 participants by targeted sampling method, theoretical saturation was obtained. Finding: The results showed that brand awareness, sales performance, customer perceptions, competitors' performance, human resource perceptions, integration and ownership are the most important factors influencing brand rejuvenation. Conclution: The results show that the brand-oriented human resource strategy has been able to bring positive results following brand rejuvenation. This study offers suggestions based on the data method of the foundation and the designed model.