Aaker, D. A. (2012). Win the Brand Relevance Battle and Then Build Competitor Barriers. California Management Review, 54(2), 43–57.

Category extension benefits

Dev, C. S., & Keller, K. L. (2014). Brand Revitalization. Cornell Hospitality Quarterly, 55(4), 333–341.

Examination of revitalization options

Giesler, M. (2012). How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic. Journal of Marketing, 76(6), 55–68.

Examination of managing disruptive brand position innovations

Thompson, L., & Schonthal, D. (2020). The Social Psychology of Design Thinking. California Management Review, 62(2), 84–99.

Overview of design thinking