Branding: The seven ages of brand

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

The seven ages of brand

Giles Lury and Sean Davey The Value Engineers/Pollitt & Partners

Brands with longevity go through seven ages from inception through expansion, acquisition and decline, to revitalisation, say Giles Lury of The Value Engineers and Sean Davey of Pollitt & Partners. Marketers need to recognise how these steps for

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