There are many instances where a company phases out a brand. At times, this happens after the brands and/or the company is acquired by a new owner, e.g. Binaca or Dalda . Can a brand that is dormant be revived? Of course, it can be built on nostalgia, but that alone is not enough. It must be  contemporised. It is essential to listen to the customers and what they want or expect from the brand. A brand is improved in the light of this feedback. Volkswagen Beetle has been revived using this approach. Why the brand was dead? A company can study the reasons leading to its demise. Sometimes, a company uses the brand just to compete with the regional brands. Sometimes , the brand is killed to boost the prospects of the other brands. A new owner may not succeed in keeping the momentum going.  A dormant brand may have positive associations. Rather than starting from scratch, an old brand is good starting point. The market environment does require scanning for determining the prospects of revival. The brand can be strengthened further. Social media could be used strategically. Previous ad campaigns must be studied, and the present communication strategy must be devised. The brand must be given a certain level of marketing support.