Question

Topic: Student Questions

Is A Strong Brand Invincible?

Posted by Anonymous on 5/15/2010 at 3:26 PM ET 150 Points
Hello!

I have an important presentation on branding next week and while doing some research I have come across an interesting question that I would like to cover:

A strong brand is invincible - discuss?

In terms of branding, many claim that a sound successful brand, will become invincible, do you believe this to be true? Could you give some examples that justify your opinions?
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  • Posted by Gail@PUBLISIDE on 5/15/2010 at 3:43 PM Accepted
    A strong brand is not invincible!

    We live in a 24/7 news cycle with countless outlets including traditional media and blogs, many that crave salacious news. The reason? People consume it like crazy!

    We once thought Tiger Woods to be a strong brand that was invincible. Woods and the public was quickly proven wrong after his automobile mishap of last November blew into a revelation that shocked not just the golf world, but his expansive audience that normally does not pay attention to the sport.

    That's not to say that a big brand that comes crashing down cannot rebuild its image. If it's so badly damaged, it can repair itself with lots of hard work and genuine remorse for what went wrong.
  • Posted on 5/15/2010 at 5:12 PM Accepted
    While a strong brand is certainly a valuable asset for any company, I think "invincible" may be going too far.

    The Toyota brand comes to mind, as does Tylenol. Both brands were/are very strong and have survived some serious questions and trials, but they certainly were not invincible ... and had they not handled their challenges the right way they might both be permanently damaged.

    So the first thing you might want to do is carefully define "invincible" when applied to a brand.
  • Posted by SteveByrneMarketing on 5/15/2010 at 6:00 PM Member
    Coke seemed invincible until they introduced "New Coke", and Pepsi moved up a few notches in the consumers mind.

  • Posted by Jay Hamilton-Roth on 5/16/2010 at 8:46 AM Member
    To what group of people? To those well-connected to the media, no (see examples above). To children, who've been imprinted by certain companies (i.e., Lego), yes (while they're still children). To people whose lives have been affected (for the better) by certain companies, yes. In general, no.
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