2020
Working Paper
HBS Working Paper Series

How to Build Enduring Brands in the Digital Age

By: David J. Collis and William Collis

Format:Print
| Language:English
| Pages:8

Abstract

What makes a brand last? It’s a deceptively simple question, but its answer separates sustainable success from eventual obscurity. Almost every company devotes significant resources to defining their brand. But few ask the more important question: how to protect it?

Keywords

Brands and Branding; Adaptation; Strategy

Citation

Collis, David J., and William Collis. "How to Build Enduring Brands in the Digital Age." Harvard Business School Working Paper, No. 21-013, July 2020.