Brand immortality : how brands can live long and prosper (eBook, 2008) [Huntingdon College Houghton Memorial Library]
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Brand immortality : how brands can live long and prosper

Author: Hamish Pringle; Peter Field; Institute of Practitioners in Advertising.
Publisher: London ; Philadelphia : Kogan Page, 2008.
Series: Gale virtual reference library.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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.
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Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Pringle, Hamish.
Brand immortality.
London ; Philadelphia : Kogan Page, 2008
(DLC) 2008022897
(OCoLC)231162503
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Hamish Pringle; Peter Field; Institute of Practitioners in Advertising.
ISBN: 9780749455729 0749455721 9780749449285 0749449284 1281983616 9781281983619 9786611983611 6611983619
Language Note: English.
OCLC Number: 311866880
Notes: "IPA."
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2011. MiAaHDL
Description: 1 online resource (xv, 320 pages) : illustrations.
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
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.
Series Title: Gale virtual reference library.
Other Titles: How brands can live long and prosper
Responsibility: Hamish Pringle, Peter Field.

Abstract:

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  Read more...
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"The book seeks to challenge accepted theories of marketing, claiming that many work against brand immortality rather than for it." * Campaign *

 
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