Brand equity - a lifestage model
Alan Cooper shows that current brand equity analyses fail to take account of the future, and suggests how this should be achieved
Alan Cooper
Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands.
Bob Clarke - chief executive, United Biscuits
This tribute to brands was delivered at a Marketing Society conference in the late 1980s, entitled 'The Immortal Brand'.
If only things were that simple.
Brand names may live long, but what is critical is the strength, currency and value of the brand: its brand...