The present study was conducted with the aim of investigating the reasons for brand revival among holding company managers. The research method is mixed (qualitative-quantitative) in terms of data type and exploratory in nature. The statistical population in the qualitative section was 15 holding company managers until theoretical saturation was reached, who were selected using non-probability purposive and snowball sampling methods. The statistical population in the quantitative section included all holding company managers, who were selected using the Cochran formula, a limited population of 213 people was selected by simple random method. Semi-structured interview tools and a researcher-made questionnaire were used to collect data. The analysis method was carried out in several consecutive stages. In the first stage, to identify the components of the pattern, the qualitative method and semi-structured interviews were used, and the content analysis method was used using the Maxcuida 2024 software. And in the quantitative part, structural equation modeling was used to test the hypotheses and validate the model. According to the findings, the most important reasons for brand revival among holding company managers are: brand competitive landscape, digital transformation and forward-looking innovations, smart customer experience interactions, responsible brand networking, and brand cultural leadership. According to the results, there is a significant relationship between holding company brand revival and the identified factors, and these factors have an acceptable fit. It can be concluded that these factors can help in sustainable development and improving the company's public image and can be used as a framework for holding company managers and brand consultants to ensure its sustainability and competitiveness in the long term while rebuilding the brand image.