Making the most of your brands

Graham Page

Graham Page describes Millward Brown's proprietary system BrandDynamics which identifies the strengths and weaknesses of eight brand types.

Making The Most Of Your Brands

Graham PageMillward Brown

 

We're all familiar with the brand 'life cycle' the idea that brands progress through distinct phases of introduction, growth, maturity and inevitable decline. However, the idea that eventual failure is preordained jars with what most marketing managers would like to believe. This article shows that they are right the life cycle concept does not hold up to empirical evidence. We'll also review the broad characteristics of successful and less successful brands, to suggest some strategies for growth.

Millward Brown is in a pretty unique position....

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