Book MarkBrand Immortality
Hamish Pringle and Peter Field
( http://www.vivagroupindia.com/)
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. The authors rue that most companies, lacking an accurate understanding of the value of their brands, allow them to decline even while retaining ownership.
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