By using the metaphor of the human life cycle this article examines some of the longevity issues of branding. It also explores how brands can be resuscitated (or rejuvenated) when in declining health or indeed on the edge of death (brand heart attack). Linked to this is the Darwinian view of adaptability where brands have extended and, indeed, developed their market position through innovation and re-positioning.The year is 2050. Many of the major global brands (originated in the USA, Western Europe and Japan) that have graced virtually every part of our lives at the start of the century have long since gone. Superseded by a new generation of brands. We are not talking of local brands ± but those that have been available for decades, famous names and logos. They will leave a legacy ± but perhaps that is all.
A combination of the Internet and changing lifestyles has signi®cantly affected how many societies interact with business. This article considers some of the challenges facing companies operating in an increasingly competitive 24/7 environment.Just imagine walking into your favorite deli or coffee house. Let us for the purposes of this article call it``Harry's to go.'' Morning Harry, I'll have a pastrami on rye, easy on the dill and no mayo, and a double espresso to go! OK. That'll be ten dollars and come back tomorrow at three. It'll be ready then.Absurd? Yes, but every day companies expect their customers to accept much the same situation. In the case of the deli or coffee house they would not last in business very long. The nearby competitors would not only gain but sustain a competitive advantage, no matter how delicious Harry's food. That is plain for everyone to see.But why cannot companies operating in the dawn of the twenty-®rst entury see this exact same situation unfolding before their very eyes?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.