Market is dominated by brands. Most consumers highly evaluate brand experience while it provides them with a set of valuable information on what they can expect from a particular product when making buying decisions. Brands have become a culture of life, very often a status symbol. The role of brands in the lives of consumers is growing and needs to be managed properly. During their existence brands can face many ups and downs but they do not follow the classical product life time pattern. Brands can be rejuvenated and revitalized by giving them a new life. With the opening of the Croatian economy many national brands were not prepared to take actions in the competitive environment and become endangered by the presence of imported brands that were not available on the market before. Many domestic brands did not make it and simply had no other choice than to capitulate. Some of them on the other hand managed to withstand the pressure of newly arrived brands and after a planned revitalization process they found their way back into the game. One excellent example of a successful revitalization process is the brand Cedevita: it has recovered well and today is one of the most respectable brands in the category of soft drinks, teas and candies in the region.