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Kogan Page India Pvt. Limited Brand Immortality by Hamish Pringle Peter Field
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.
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