BRAND IMMORTALITY: HOW BRANDS CAN LIVE LONG AND PROSPER

摘要

Two British veterans of the advertising industry pursue a quest for life everlasting-not for themselves but for the brand names that companies create. In their opinion no brand need die as long as it is managed creatively. They argue that brands are vitally important in creating shareholder value because modern corporations are no longer valued primarily for their physical assets but rather for the revenue-generating capabilities of their intangible assets.