Brand immortality (Paperback)
Properly managed, no brand needs decay and die -- immortality is within the reach of all. If the right decisions, the right resources, and the right image are brought to bear, brands can renew continuously and outlive their creators.
Brand Immortality is a health manual for brands that seek immortality. Full of examples drawn from household brands, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long-term survival -- especially those which defend and strengthen a brand's place in the hearts and minds of consumers. Enriched by comments from industry insiders, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining, and satisfying customers.
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