Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Essen, course: Marketing, language: English, abstract: Due to a very fast changing market situation it is crucial for companies to define clear brand strategies. Brand concepts are playing an ever more important role in today's free market economy. Creating brand recognition is one of the major objectives of an entrepreneurial venture. Brand strength and the associated image along with the brand are therefore dependent on further brand management decisions strategies. This paper deals with, along with the brand meaning and brand attributes, how brands can be faced with difficulties over a period of time i.e. because of missing certain trends or decreasing marketing expenditure and how the brand image suffers and why a lack of demand will thereby follow. Relaunching an existing brand is one strategy option next to launching new brands. Since around 80% to 95% of new product launches fail it is a viable option.