How do some brands thrive for 70 years, while some brands die so early on? Why are top brands of the world some of the oldest brands: do they have any survival instincts? Why is it important for a successful brand to have a long life? These are some of the key questions. Its not by sheer fate or luck that these brands have established themselves as heritage brands. The article throws light on how such brands have evolved to possess such outstanding longevity.

Pagers as products are dead. But the pioneer brand in paging technology "Motorola" is thriving; it's come all the way into third-generation mobile technology. The brand "Nokia" doesn't sell mobile phones! It rather connects people. Brands stand separate from their products. The theory of product life cycle does not pertain to Brands. Some brands have had remarkable life expectancies. Half of the brands ranked have been in existence for the past 10 years, while the other 50% have been around for the past 100 years. P&G works on the philosophy that a well managed brand is not subject to a brand life cycle.

Heritage brands are brands with a history spanning over 70 years. Ferrari, Rolex, Harley Davidson, etc., are established living brand legends, not merely hanging on their past experiences. They are very much responsive of the present trends and are building their brand equities. When Morgan Stanley, the consulting group, described the world famous brand for luxury goodsLouis Vuittonas "a matured brand" (referring to its existence since 1854), the brand took it as an offensive and a legal suit followed. That is because if a brand is treated as mature, it means that it is not far away from the "decline phase". Brands with a rich past need not feel ancient and subdued. Instead, s view the rich history of brands as the basis for better stock valuation.

Curiously enough, brands with a heritage have been performing at an amazing intensity in understanding consumers' tastes. They are still performing and promise to do so in the future. People don't buy Nike Shoes; they buy "Nikeness" which can only be created over the years. Brands account for over one-third of stock market values today and up to 90% of a corporation's value. The time dimension of a brand is very important for its success and not mere sales turnover and profits. Brands, therefore, should not be myopic in their objective and purpose, ie., profit maximization. They should be customer-centric. A support mechanism that is based on the corporate mission and vision statement is the ultimate way to manage brands - to enable brands to perform eternally.

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