Brand immortality how brands can live long and prosper /

• 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

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.

Table of Contents:

• 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.