The thing about branding is it isn't etched in stone. A brand is a mark or an image or a perception we stamp on a product, a concept or an ideal, but it doesn't last forever. Like anything else, it needs to be nurtured and reinforced, or it will start to fade.
Display of Power: How FUBU Changed a World of Fashion, Branding and Lifestyle (ed. Thomas Nelson Inc, 2007) - ISBN: 9781418574345