Itamar Simonson and Emanuel Rosen [Archive.org URL]

Is this the end of brands? Of course not. Brands still play some important roles that are not likely to go away. And in categories where prestige, status, and emotional links to brands matter a great deal, the rate of change is likely to be slow. So luxury brands are on safer ground. Yet in domains where objective, specification-based quality is important—and can be assessed and communicated—even prestigious brands are not immune.

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