Brand Immortality: How Brands Can Live Long and Prosper

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Kogan Page Publishers, Nov 3, 2008 - Business & Economics - 336 pages
Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, 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 who were directly involved with global brands, 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 - and thus help them achieve brand immortality.
 

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Contents

Introduction
1
PART 1 Brands as shareholder assets to be managed
3
meaningful or menacing to brands?
31
PART 3 The evolution of advertising industry models
87
PART 4 The customer context for brands
111
PART 5 The broad rules for longevity insights from the IPA Effectiveness Awards
141
PART 6 How the rules for longevity vary with category lifestages
185
PART 7 New threats to brand immortality
251
How to access the IPA dataBANK
274
Bibliography
304
Index
311
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