Are big brands dying?

Debunks myths about big brands dying, outlines what strategies make sense for big brands to follow and presents five strategic mistakes made by big brands over the past 10 to 20 years.

Big brands pay the salaries and provide investment returns for many millions of people via pension funds. So if anyone declares that big brands are dying, they receive a great deal of attention.

There is quite a long history of such alarms, going back at least to 1993's 'Marlboro Friday', when Philip Morris cut the price of its cigarettes by 20%, with a collapse in its' and other big brands' stock value. Recently, there have been claims that big/global brands are losing to small/local brands. Theories have hastily been put forward as to why this might be, leading to marketing...

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