The Hindu Business Line : Defying death

Success for companies will increasingly depend on the longevity of their brands, say Hamish Pringle and Peter Field in Brand Immortality: How Brands can Live Long and Prosper ( www.vivagroupindia.com). The authors rue that most companies, lacking an accurate understanding of the value of their brands, allow them to decline even while retaining ownership.

As the demise of a brand generally signals the unnecessary destruction of shareholder value, Pringle and Field urge the CEOs and boards, investors and analysts, advisers and journalists to take a much closer look at the brands and “the 12 per cent of all shareholder value they account for on average across the world’s stock exchanges.”

They recommend global brands to adopt global branding – free from cultural associations with any particular nation or region unless this is intrinsic to the brand’s appeal. However, they do not expect any change in the fundamental economics of brand communication.

Brands will still need to create customer touch points and by definition these will always be subject to market forces; but the share of voice may well become ever more difficult to measure as the diversity of potential touch points grows, Pringle and Field predict.

Reassuring read.

D. Murali

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