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    MAMA Debate

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    Leanne Asuncion
    While some argue that brands can last forever if managed properly, most experts acknowledge that brands have finite lives. As cultures and tastes change significantly over time, it is unlikely that a brand from centuries past would still be relevant or profitable today without major modifications. For a brand to survive long-term, marketers must shape consumer behavior and regularly adapt the brand image to align with current goals, markets, and competitive situations.

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    MAMA Debate

    Uploaded by

    Leanne Asuncion
    10 views1 page
    While some argue that brands can last forever if managed properly, most experts acknowledge that brands have finite lives. As cultures and tastes change significantly over time, it is unlikely that a brand from centuries past would still be relevant or profitable today without major modifications. For a brand to survive long-term, marketers must shape consumer behavior and regularly adapt the brand image to align with current goals, markets, and competitive situations.

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    MAMA debate

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    While some argue that brands can last forever if managed properly, most experts acknowledge that brands have finite lives. As cultures and tastes change significantly over time, it is unlikely that a brand from centuries past would still be relevant or profitable today without major modifications. For a brand to survive long-term, marketers must shape consumer behavior and regularly adapt the brand image to align with current goals, markets, and competitive situations.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    10 views1 page

    MAMA Debate

    Uploaded by

    Leanne Asuncion
    While some argue that brands can last forever if managed properly, most experts acknowledge that brands have finite lives. As cultures and tastes change significantly over time, it is unlikely that a brand from centuries past would still be relevant or profitable today without major modifications. For a brand to survive long-term, marketers must shape consumer behavior and regularly adapt the brand image to align with current goals, markets, and competitive situations.

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    © All Rights Reserved
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    of 1

    Do Brands Have Finite Lives?

    Often, after a brand begins to slip in the marketplace or disappears altogether, commentators observe, “All
    brands have their day,” implying brands have a finite life and cannot be expected to be leaders forever.
    Other experts contend brands can live forever, and that their long-term success depends on marketers’ skill
    and insight.

    Take a position: Brands cannot be expected to last forever versus There is no reason for a brand to ever
    become obsolete.

    Since a brand is nothing more than the image of a firm, which can be altered
    and improved upon, it is impossible for brands to last forever. It is clear,
    when looking at historical examples from the age of the Enlightenment or the
    Rococo, that social and cultural values as well as tastes changed
    significantly over this time. It is difficult to conceive of a scenario in which a
    well-known product from the Age of Enlightenment would still be sold today,
    let alone retain its original name and characteristics. The issue is that
    trademarks are not considered to be cultural emblems or representations of
    the era in which they were created. The overarching goal of the branding
    effort, from the perspective of the corporation, is to make the most of the
    available and potential resources by transforming them into marketing
    endeavors that generate a profit. The examples of Adidas and McDonald's
    demonstrate that in order for businesses to achieve this goal, they must
    shape, transform, and otherwise modify the behavior of customers in order to
    align that behavior with the goals of the business and achieve a competitive
    advantage. For this reason, marketing programs are designed to influence
    customer behavior, despite the fact that consumers affect the activity of
    businesses. When markets are growing at a rapid pace, volume, price, and
    distribution channels are all crucial considerations, and mass branding helps
    to promote these aspects. When markets reach their maturity, branding
    becomes an important weapon in competitive situations. Now, the emphasis
    is placed on making minor product improvements in order to encourage
    customers who are already familiar with the product to choose it over the
    products offered by competitors and to work toward increasing the rate of
    use. Branding does in fact provide support for the actual distribution of items
    and can be utilized to either push or pull a product throughout distribution
    channels. L'Oréal's branding can impact retailer as well as wholesaler
    decisions to offer a product by pulling it through the channels by first
    establishing demand at the highest level of the distribution chain—the
    ultimate customer.

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