Why are there some brands that survive more than 100 years old and some that fail within months? Does this mean that the brand initiators of the less surviving brands are not dedicated? Probably they are. Then does this mean that they have less money to dive into expensive gimmicks? But if the product or service is satisfactory, then less expensive gimmicks can compensate. Then what is the reason?

Amongst the “more than 100-year old brands”, some top rated include Coca-Cola, Johnson and Johnson, Kellogg’s, and General Electric. They have not just survived, but excelled in their industries.

By the way, do you know that The Coca-Cola Company and Johnson and Johnson started in the same year? Yes, both these brands came to life in 1886. I am working on an academic project for these companies and I had the opportunity to interview some of my friends who are loyal brand endorsers of Coca-Cola and Johnson and Johnson.

I was keenly looking for answers… I was searching for variety in responses… But at the same time I was searching for sameness. What is common in the two that keeps them going? Some interesting interview responses uncovered thee similarities:

+       Consistency: Humans like predictability. If we have tasted or used some product or service and we like it, we are more likely to choose it over and over again if we derive the same feel out of it. For example: same taste, same aroma, same comfort, same smoothness, and so on.

+       Adaptability: Brand that fail to meet the changing needs of their customers lose their scope of surviving. This does not meet brands compromise on consistency. Brands need to modify their products/services or need to revive their approach to reach their target audience so that they always remain alive. For example: brand packaging, cost modification according to competition, and so on.

+       Availability: A brand that is not easily available and accessible, especially in the early years of its life, can lose out on competitors who are more readily available and better established. Brands may choose to stay in niche markets, but it is important to show readiness to serve consumers.

+       Brand recall: It is important to understand for brands that colors, visuals, name, taglines, characters, and other verbal and nonverbal elements play a crucial role in brand recall. A good brand recall means that the product/service is at the top of the mind of the consumer and he/she will remember the brand’s identity and make the purchase.

+       Memories: It takes time to create memories related to brand, because this aspect goes with brand history. But brands that believe in the above factors are bound to create memories. Brand credibility is enhanced if a brand was used by grandparents, parents, and then children. But memories can also be created if a brand does not have a detailed history. Brands can be associated with memories related to parties, birthdays, anniversaries, and so on. Memories lead to development of emotional connections with the brands that ultimately leads to better brand recall and increase in brand ambassadors.

We are born with brands, they surround us. As we grow in years, some of them stay with us, some wither away, and some even outlive us. Only brands that innovate to adapt to the changing times can mark the benchmarks of brand longevity.

Are you a loyal consumer of any brand? Which one is it and why do you endorse it? What is most important aspect of a brand that compels you to buy it? Share your views and contribute to the pool of thought.

Picture source: http://www.fabmarketing.biz/wp-content/uploads/2011/11/Branding-cropped.jpg