Brand equity - a lifestage model

Develops a model of brand equity lifestage, plus measurement tools to track the changing strength of brand equity over time.

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...

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Insights Team
Bray Leino

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