The injection by a company of new energy into its brand, either by changing its overall positioning, or by investment in regenerating the various types of brand execution. Inevitably, all brands become tired and revitalization becomes necessary. For example, Volkswagen AG's new brand strategy for Audi is to market it as a sportier brand. In the past, Audi had been viewed as too conservative. Audi is now developing high-performance cars that challenge BMW as part of a brand revitalization strategy to make Audi a premium luxury brand in Europe, thereby differentiating itself from the other VW brands. Lucozade, formerly perceived as a medicinal drink usually administered to people recovering from colds and flu, was completely revitalized and repositioned and is now known as a high-energy drink for athletes. Harley-Davidson, once the motorbike of choice of Hell's Angels, then languishing in the shadow of Japanese and European motorcycle brands, kicked itself into life as a lifestyle choice for prosperous, active, middle-aged Americans, with an entire range of Harley-Davidson clothes, accessories, restaurants, and retail outlets.