Brand Immortality: How Brands Can Live Long and ProsperKogan Page, 2008 - 320 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. |
Table des matières
Introduction | 1 |
Is death inevitable? | 12 |
How the changing nature of brands affects brand resilience | 21 |
Droits d'auteur | |
18 autres sections non affichées
Expressions et termes fréquents
achieve advertising agency already average awareness become behaviour benefits brand Building campaign cent challenge channels clearly communications competitive consumers continue corporate cost create customers declining Direct Director Effectiveness emotional established example existing extension face Figure given global going Group growing growth idea important increase innovation interest investment IPA dataBANK issues Italy kind permission launch leader leading less London look loyalty major market share mature means measure million mind mobile nature objectives operate Orange original perhaps points position potential problem profit promotional provides purchase range rational Reproduced by kind result retail segment share shows Society Source stage strategy strong studies success things turn United Virgin