Purpose; Brands in the past have gone through suffering with others even dying in Ghana. Though, there have been some empirical studies on product brand revitalization focus in most advanced countries, literature on the causes of brand decline and its revitalization strategies in less developed countries like Ghana seems to be lacking. This paper proposes exploring the understanding of the causes of a service brand decline and the strategies for revitalizing them. Design/methodology/approach; To explore the understanding of the causes of brand decline and its revitalization strategies and provide answers to the three research questions, a qualitative approach was used with in-depth intervie
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