Unfortunately, many companies go under. A surprising number of corporations that were on the Fortune 500 list a decade ago are no longer on it, while the current economic crisis has eliminated others entirely. But Coca-Cola is still on the prestigious list. At over 100 years old, it is probably the world's most successful brand, and is likely to be around for the whole of the next century. They are still leading brands despite the many worldwide changes that have affected every business, and being managed by various people over the years.
Strong brands are amazingly durable, enduring many challenges.
They are the real McCoys. Brand longevity is becoming increasingly relevant, more than it has ever been, as the world approaches the new millennium, entering a new era of unprecedented change, upheaval, and uncertainty. This change is strategic, unlike the incremental change of more predictable times, and therefore requires a strategic response. Brand building is exactly such a response. If successful, it can be the strongest weapon in a company's armory and the best guarantee of corporate survival.