This study investigates the marketing strategies used to revive “sleeping beauties”, that is, brands that are no lon- ger active on the market but which retain potential brand equity that can be conjured up in the minds of con- sumers by rearticulating the brand’s heritage. Drawing on interviews with professionals in luxury and mass- market goods, we analyze the characteristics of sleeping beauties and provide a typology of reactivation strate- gies. A primary contribution of our paper is a better understanding of brand revitalization, by introducing the con- cept of the sleeping beauty and providing a typology of sleeping beauty reactivation strategies. Differentiated reactivation strategies emerge based on the brand’s reputation on the market before revival, its orientation to- ward the past after revival, and the brand feature used in the reactivation. This study also contributes to the lit- erature on heritage brands by showing how managers can transform a brand into a heritage brand. The findings show that in reviving sleeping beauties, the key factor is the way the brand can resonate with the collective memory.