Beware zombie brands
27-05-2022
Legalising the illegal: how Russia is replacing foreign brands
26-05-2022
Lightspring / Shutterstock.com
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.
The rest of this article is locked for subscribers only. Please login to continue reading.
If you don't have a login, you will need to purchase a subscription to gain access to this article, including all our online content. Please use this link and follow the steps.
For multi-user price options, or to check if your company has an existing subscription to us that we can add you to for FREE, please email Atif Choudhury at achoudhury@worldipreview.com
Brands, zombie, trademarks, coca-cola, Tab, polaroid, Pan Am
