Contrary to the belief of many leaders, their companies products and corporate brands can be no right to control, not to mention property. This much has become clear in recent years, many well-known brands, it seemed to take on lives of their own, a change in the minds of many, although the management may think of them as the same. In this paper, we introduce the concept of "brand diversity" in order to bring the two overlooked factors: first, that the brands have several sizes depending on who is valuing them, and secondly, that the measurement of change over time and space. Drawing on examples of the automotive industry, such as the Maybach, Morgan and Mini BMW, the authors demonstrate the importance of managing the evolution of the brand, the brand does not lose its roots in the past. They continue to stress the importance of understanding that brands are the meaning of life and independent of what their proponents intended - as embodied by a thriving community of users around a long legacy of Apple Computer's Newton handheld and influence is manifested in Harley-Davidson owners are a number of strategic decisions of the company. "Hide
by Pierre R. Burton, Morris B. Holbrook, James M. Hulbert, Leyland Pitt Source: MIT Sloan Management Review 9 pages. Publication Date: January 1, 2007. Prod. #: SMR233-PDF-ENG
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