How Can A Brand Stay Relevant Over Time

Final Year Project On How Can A Brand Stay Relevant Over Time

Executive Summary

Brand Relevance is pivotal to the survival of a brand, and ultimately its longevity and long-term success. In the face of myriad compatible choices amidst constantly-changing market conditions and consumer tastes and trends, it is extremely challenging for a brand to remain significantly meaningful to people’s lives, in order to feature in consumers’ brand consideration sets, as a possible solution to a particular problem or need. Hence, the aim of this research is to establish a brand relevance model, that could help brands create or sustain a long-term significant meaning for consumers, so as to achieve brand salience (leading eventually to brand resonance).

Background Field And Its Significant Position In Theory And Practice

Brand Relevance is pivotal to the survival of a brand, and ultimately its longevity and long-term success. In the face of myriad compatible choices amidst constantly-changing market conditions and consumer tastes and trends, it is extremely challenging for a brand to remain significantly meaningful to people’s lives, in order to feature in consumers’ brand consideration sets, as a possible solution to a particular problem or need (Booz Allen Hamilton Management Consulting, 2007).

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