Brand relaunch is a process aimed at revitalizing a declining brand or bringing back to life a brand that had been abandoned in the past. When a brand is relaunched after being sidelined, it is referred to as a brand renaissance. This process generally involves the use of a new strategic positioning, accompanied by advertising and promotional communication strategies. A concrete example illustrating the keys to a successful brand relaunch is that of a group specializing in the acquisition and revitalization of established brands.