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    The document discusses how brands can sustain themselves in the marketplace for long periods of time. It states that brands need to differentiate themselves through products, services, branding, and distribution to maintain relevance over decades or achieve immortality. Managing a brand efficiently and effectively is key to adapting to changing customer needs, technologies, and market environments. One reason brands disappear is a lack of differentiation or parity with competitors. However, timeless brands understand their audiences and adapt their brands accordingly to keep consumers interested over many years. Eventually, all brands have a limited lifespan, so companies must develop new brands aligned with evolving customer requirements to replace brands in decline and avoid obsolescence from new technologies. Marketers must be aware of threats to their brands and

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    The document discusses how brands can sustain themselves in the marketplace for long periods of time. It states that brands need to differentiate themselves through products, services, branding, and distribution to maintain relevance over decades or achieve immortality. Managing a brand efficiently and effectively is key to adapting to changing customer needs, technologies, and market environments. One reason brands disappear is a lack of differentiation or parity with competitors. However, timeless brands understand their audiences and adapt their brands accordingly to keep consumers interested over many years. Eventually, all brands have a limited lifespan, so companies must develop new brands aligned with evolving customer requirements to replace brands in decline and avoid obsolescence from new technologies. Marketers must be aware of threats to their brands and

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    © All Rights Reserved
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    6 views2 pages

    Discussion #2

    Uploaded by

    mrshojaee
    The document discusses how brands can sustain themselves in the marketplace for long periods of time. It states that brands need to differentiate themselves through products, services, branding, and distribution to maintain relevance over decades or achieve immortality. Managing a brand efficiently and effectively is key to adapting to changing customer needs, technologies, and market environments. One reason brands disappear is a lack of differentiation or parity with competitors. However, timeless brands understand their audiences and adapt their brands accordingly to keep consumers interested over many years. Eventually, all brands have a limited lifespan, so companies must develop new brands aligned with evolving customer requirements to replace brands in decline and avoid obsolescence from new technologies. Marketers must be aware of threats to their brands and

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    © All Rights Reserved
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    of 2

    There are many brands that have existed so long in the marketplace, and their brand

    values have been maintained even after a century. In order to sustain itself in the

    marketplace for a very long time or even to achieve immortality, brands need to

    differentiate themselves in terms of services, products, channels, brand symbols and

    distribution channels. Managing a brand by being efficient and effective is essential to

    achieving success in changing market environments, which includes strategies,

    managing changes in the environment, competition, technology, changing tastes and

    preferences of the customers, and facilitating the brands with points of differentiation

    and parity.

    Developing and creating brands involves meeting specific customer needs and wants

    and providing a tool for satisfying those needs and wants. Changes in customer needs

    and wants will also lead to both change, development, and modification of different

    brands, ultimately leading to a brand disappearing from the market. One of the primary

    reasons brands disappear from the market is their point of difference or lack of parity

    with other brands. Years of experience, talented marketing teams, and an

    understanding of their audience make brands stay in the market for long periods. It is

    clear that these timeless brands know how to keep consumers interested, and they are

    attentive to how audiences are changing and adjust their brands accordingly. Each

    brand has a limited lifespan, and the organizations should try developing new brands

    that are in line with the needs and requirements of the customer when the brand is in

    decline. The charm of a particular brand will be lost when a new technology comes onto

    the market making it obsolete if the brand is developed to address specific market
    needs. Any marketer should be aware of the types of threats that can be faced by their

    brand and devise a suitable replacement strategy.

    Kotler, P., & Keller, K. L. (2016). Marketing management (15th Ed.). Pearson.

    Wheeler , K. (2022, June 30). 4 timeless brands: How they evolved to stay relevant.
    Business 2 Community. Retrieved July 9, 2022, from
    https://www.business2community.com/brandviews/mainstreethost/4-timeless-
    brands-evolved-stay-relevant-01491037

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