Brand Immortality: How Brands Can Live Long and Prosper
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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PART 1 Brands as shareholder assets to be managed
meaningful or menacing to brands?
PART 3 The evolution of advertising industry models
PART 4 The customer context for brands
PART 5 The broad rules for longevity insights from the IPA Effectiveness Awards
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achieve advertising agency Ansoff Matrix assets average awareness behaviour Birds Eye Boase Massimi Pollitt Boston Matrix brand architecture brand extension brand immortality brand leader brand management brand promise BT Cellnet budget Building Society Cadbury’s campaign Category life stage cent challenge channels commercial competitive competitors consumers corporate Cravendale create customers declining categories Director emotional example Figure global growing growth categories Honda Hovis important increase increasingly innovation intangible investment IPA dataBANK IPA Effectiveness Awards Jones Soda Kellogg’s key points kind permission Lambie-Nairn launch loyalty market share Marks & Spencer Marmite mature categories million Millward Brown mobile Northern Ireland Orange Permira Pioneer brands potential price sensitivity product or service profit growth rational re-launch Reproduced by kind retail segment share growth share of voice Skoda Source strategy successful brands target Tesco there’s UK’s Unilever users Virgin