The aim of this study is to design a paradigm model for revitalizing failed brands through entrepreneurs' personal brands. This research is applied-developmental in purpose, and methodologically, it is qualitative, based on the grounded theory approach of Strauss and Corbin. The participants included 12 theoretical and empirical experts in the field of personal branding and brand revitalization, who were selected through theoretical and purposive sampling. Data were collected through semi-structured in-depth interviews and continued until theoretical saturation was achieved. Data analysis was performed through three stages of open, axial, and selective coding using MaxQDA software. The findings indicated that causal conditions (including brand revitalization planning, digital branding, mobilizing revitalizing resources, and customer participation) influence the core phenomenon (revitalization of failed brands). Contextual conditions (entrepreneur reputation and entrepreneur symbolic capital) and intervening conditions (erosion of brand equity) also affect strategies and actions. The main strategy is leveraging entrepreneurs' personal brands. These strategies lead to consequences including brand identity improvement, brand repositioning, and market legitimacy reconstruction. The results show that revitalizing failed brands is a multi-layered and dynamic process. The entrepreneur's symbolic capital and reputation serve as the main foundations of trust-building, while the erosion of brand equity increases the need for more aggressive strategies. Purposeful utilization of the entrepreneur's personal brand reduces the trust gap and shapes a new brand narrative in the audience's mind. This study provides a coherent model for brand managers and entrepreneurs to facilitate the revitalization process of failed brands through leveraging personal brands.