Beware zombie brands
Legalising the illegal: how Russia is replacing foreign brands
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Even the strongest brands can prove vulnerable to the winds of fortune, but their owners and brand guardians can find life after death if they discover the right formula, says Muireann Bolger.
The birth of a new brand is usually accompanied by hopes and dreams of a long and successful market life.
But as many brand owners have discovered, the quest for the holy grail of eternal consumer appeal is fraught with unexpected turns that can trigger the demise of even the most powerful trade names.
The reality is that brands frequently die. A host of unpredictable factors, including commercial realities, shifting consumer sentiment, cultural sensitivities, and ill-gained notoriety can all prove fatal.
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