The New Strategic Brand Management, 5th Edition

10

Sustaining a brand long term

Many apparently modern and up-to-date brands have actually been with us for a long time: Coca-Cola was born on 29 May 1887, American Express in 1850, the Michelin bibendum appeared in 1898, Whirlpool in 1911, Camel in 1913, Danone in 1919, Alka-Seltzer in 1931, Marlboro in 1937 and Calvin Klein in 1968, to name a few. These are the brands that have survived – others have disappeared from the market even if their names do ring a bell.

The perennial appeal of some brands reminds us that, although products are mortal and governed by a more or less long life cycle which can be delayed but not avoided, brands can escape the effects of time.

Many great and well-known brands have disappeared, others are struggling. ...