How Brands Can Live Long and Prosper

Auteur: Pringle, Hamish
Auteur: Field, Peter
Editeur: Kogan Page
Publication: 2009
Edition n°:
ISBN: 978-0-7494-4928-5
e-ISBN:
 
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Brand Immortality explores the key marketing factors in brand health, and shows how brands need to adapt to prosper throughout their life. Using case studies from the IPA Effectiveness Awards, it shows how to manage strategy to ensure that your brand rides the category life-cycle waves and becomes immortal.

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 you beat the odds in winning, retaining and satisfying customers - and thus help you achieve brand immortality.
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