| Description |
xi, 320 pages : illustrations ; 24 cm |
| Contents |
Contents Pt. 1 Brands as shareholder assets to be managed -- 1 Why immortality should matter to investors -- 2 Is death inevitable? -- 3 How the changing nature of brands affects brand resilience -- 4 How brand architecture affects brand resilience -- Pt. 2 Common business models: meaningful or menacing to brands? -- 5 Introduction to the dangers of some strategic thinking models -- 6 The Ansoff Matrix -- 7 The Boston Matrix -- 8 Porter's Five Forces -- 9 The 4 Ps -- Pt. 3 The evolution of advertising industry models -- 10 The FCB grid -- 11 Maslow's Hierarchy of Needs -- Pt. 4 The customer context for brands -- 12 The influence of customer life stage -- 13 The influence of customer mindset -- Pt. 5 The broad rules for longevity - insights from the IPA Effectiveness Awards -- 14 Broad rules for longevity - introduction -- 15 The 'law of returns' -- 16 The use and abuse of brand extensions -- 17 Setting the right objectives and strategy -- 18 Choosing the right KPIs -- Pt. 6 How the rules for longevity vary with category life-stage -- 19 New categories -- 20 Growth categories -- 21 Mature categories -- 22 Declining categories -- Pt. 7 New threats to brand immortality -- 23 Future threats and opportunities for brands -- App How to access the IPA dataBANK |
| Summary |
"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 health manual for brands that seek immortality. Full of examples drawn from household brands, 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."--BOOK JACKET |
| Bibliography |
Includes bibliographical references (pages [304]-310) and index |
| Subject |
Brand name products.
|
|
Branding (Marketing)
|
| Author |
Field, Peter.
|
| LC no. |
2008022897 |
| ISBN |
9780749449285 |
|
0749449284 |
|
