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 DaveyThe 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 brands differ from products/services and adapt brand strategy accordingly.

While the notion of a product lifestyle is well established, brands are more than a single product or service. As such, they exist to manage long-term value and are not superseded or replaced, but rather they have the...

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