Brand Immortality How Brands Can Live Long and Prosper

ISBN-10: 0749449284
ISBN-13: 9780749449285
Edition: 2009
List price: $24.95
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Description: 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  More...

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Book details

List price: $24.95
Copyright year: 2009
Publisher: Kogan Page, Limited
Publication date: 1/28/2009
Binding: Hardcover
Pages: 336
Size: 6.50" wide x 9.50" long x 1.00" tall
Weight: 1.584
Language: English

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. Enriched by comments from industry insiders, "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.

HAMISH PRINGLE is the director of Brand Beliefs Ltd and the IPA Consultant Director of Marketing Strategy. He has previously held the posts of Vice Chairman, Director of Marketing at Saatchi Saatchi, Chairman of NABs (the communication industry charity), Chairman of the IPA Advertising Effectiveness Committee, and has been an IPA Council Member. He gained a BA in PPE from Trinity College, Oxford. He is the co-author of the best-selling Brand Spirit: How Cause Related Marketing Builds Brands. WILLIAM GORDON is Strategy Partner with Accenture (formerly Andersen Consulting), one of the world's premier management consulting firms. He obtained a BSc in engineering at King's College London and an AMBA Diploma in INternational Studies at London Business School. He has previously held the post of Senior Vice President at Gemini Consulting.

Peter Field spent 15 years as a strategic planner in advertising before working as a consultant. As well as setting up a training partnership for the advertising and marketing industries, he helped start Eatbigfish, the challenger brand consultancy. Peter has written widely for various journals of the marketing and communications sectors, and has contributed over many years to IPA education and training programmes.

Institute of Practitioners in Advertising (IPA)
Introduction
Brands as shareholder assets to be managed
Why immortality should matter to investors
Is death inevitable?
How the changing nature of brands affects brand resilience
How brand architecture affects brand resilience
Common business models: meaningful or menacing to brands?
Introduction to the dangers of some strategic thinking models
The Ansoff Matrix
The Boston Matrix
Porter's Five Forces
The 4 Ps
The evolution of advertising industry models
The FCB grid
Maslow's Hierarchy of Needs
The customer context for brands
The influence of customer life stage
The influence of customer mindset
The broad rules for longevity - insights from the IPA Effectiveness Awards
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
How the rules for longevity vary with category life-stage
New categories
Growth categories
Mature categories
Declining categories
New threats to brand immortality
Future threats and opportunities for brands
How to access the IPA dataBANK
Bibliography
Index

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