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Brand immortality how brands can live long and prosper /

Explores the key marketing factors in brand health, and shows how brands need to adapt to prosper throughout their life. Shows how to manage strategy to ensure that a brand rides the category life-cycle waves and becomes immortal.

Bibliographic Details
Main Author: Pringle, Hamish.
Corporate Author: Gale Group.
Other Authors: Field, Peter.
Format: Electronic
Language:English
Published: London, U.K. : Kogan Page, c2008.
Series:Gale virtual reference library
Subjects:
Brand name products.
Branding (Marketing)
Marketing.
Online Access:Available for Universiti Teknologi MARA via Gale Virtual Reference Library. Click here to access
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100 1 # |a Pringle, Hamish. 
245 1 0 |a Brand immortality  |b how brands can live long and prosper /  |c Hamish Pringle, Peter Field.  |h [electronic resource] : 
260 # # |a London, U.K. :  |b Kogan Page,  |c c2008. 
490 0 # |a Gale virtual reference library 
504 # # |a Includes bibliographical references and index. 
505 0 # |a Why immortality should matter to investors -- Is death inevitable? -- How the changing nature of brands affects brand resilience -- How brand architecture affects brand resilience -- Introduction to the dangers of some strategic thinking models -- The Ansoff Matrix -- The Boston Matrix -- Porter's Five Forces -- The 4 Ps -- The FCB grid -- Maslow's Hierarchy of Needs -- The influence of customer life stage -- The influence of customer mindset -- Broad rules for longevity - introduction -- The 'law of returns' -- The use and abuse of brand extensions -- Setting the right objectives and strategy -- Choosing the right KPIs -- New categories -- Growth categories -- Mature categories -- Declining categories -- Future threats and opportunities for brands. 
520 # # |a Explores the key marketing factors in brand health, and shows how brands need to adapt to prosper throughout their life. Shows how to manage strategy to ensure that a brand rides the category life-cycle waves and becomes immortal. 
533 # # |a Electronic reproduction.  |b Farmington Hills, Mi :  |c Gale.  |n Available via World Wide Web. 
534 # # |e xi, 320 p. : ill. ; 24 cm.  |p Original: 
538 # # |a Mode of access: Internet. 
650 # 0 |a Brand name products. 
650 # 0 |a Branding (Marketing) 
650 # 0 |a Marketing. 
700 1 # |a Field, Peter. 
710 2 # |a Gale Group. 
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