There are a number ways a brand can be weakened or even damaged. It may be caused by a general lack of clarity around what the brand is and does, and an associated low level of audience awareness. Alternatively, it may happen over a period of time due to a disconnect between the way a brand is perceived or experienced by its audiences and the claims a brand makes within a market. In other cases a brand’s reputation can be damaged overnight due to some kind of event or negative publicity. Whatever the cause, there is hope for re-establishing, building and even re-building a brand, whether that be through a positioning, alignment or engagement exercise or a combined strategy.