Brand survival: Do brands really last forever?

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Recent years have witnessed the demise of well‐known brand names, such as Woolworth and Kmart in the USA, the jewellery chain Ratners and the department store chain Allders in the UK; the explosion and self‐destruction of “dot com” brands; the car brands MG Rover and Oldsmobile; the accountants Arthur Andersen; energy provider Enron; and telecommunications MCI. The reasons for their demise may be many and varied. However, they nonetheless demonstrate that visually recognizable brands can virtually disappear overnight.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "Brand survival: Do brands really last forever?", Strategic Direction, Vol. 23 No. 3, pp. 10-12. https://doi.org/10.1108/02580540710730747