Marketing Debate: Do Brands Have Finite Lives?

There is no reason for a brand to ever become obsolete. A brand that understands its reason for existence cannot disappear from the market. Saeed, and Siddiqui (2015, p.31) state that brands can be immortal unless they decide to commit suicide. First, if a brand keeps evolving, then it cannot die. This evolution means having the brand’s product tailored each time to suit the targeted market, or changing the target. For example, what appeals to youths at a particular time may not appeal to another generation of youths some years after. Anyone seen utilizing the product is viewed as old fashioned or outdated. When there is variation in the product’s in terms of shape or color, or any other qualities, customers are convinced that the product has been improved and they would not cease purchasing the product (Wheeler, 2017, p.16).A brand that understands that it needs to evolve therefore cannot be extinct. 

A brand can always be a leader in the market when it seeks to grab new opportunities and analyze potential threats (Wheeler, 2017, p.52). Focusing on the real situation in the market and not making merry over sudden success, that offers false security, is the trick to survive the global consumer dynamics (Saeed & Siddiqui, 2015, p.35). Continuous advertisements, investing more on the brand, and brand extension would not make sense in the market if the brand does not appeal.The owners or managers of the brand need to maintain relevance after the product compels the mind of the customer. Contentment must be repelled by the company at all cost for the survival of the brand. Weak brands disappear from the market and are never heard of except in history but well managed brands remain customers’ favorite (Wheeler, 2017, p. 27). Branding therefore is a continuous process and there are no reasons for a brand to disappear from the market. 

References 

Saeed, K., & Siddiqui, K. (2015). Brand Failure & Product Life Cycle: Descriptive Analyses. 

Wheeler, A. (2017).  Designing brand identity: an essential guide for the whole branding team . John Wiley & Sons.