their competitors and should want to further the inertia that reinforces the stability of that position. This, however, still demands minor changes to keep up with marginal changes in consumer taste (which may be minor to the theorist but will still be crucial in terms of those consumers' purchasing patterns as markets do not favor the over-complacent). These minor investments are a small price to pay for the long term profits that brand leaders usually enjoy. The second, and more important, is that someone who wishes to overturn this stability and change the market (or significantly improve their position in it) must expect to make massive investments in order to succeed. Even though stability is the natural state of some markets, sudden changes can still occur. See also Brand architecture Brand aversion Brand equity Brand management Brand language Brand tribalism Customer engagement Customer franchise Employer branding Evangelism marketing Visual brand language Brand intimacy References Sources Kotler, P., 'Marketing Management ' (Prentice-Hall, 7th edn, 1991) Jacoby, J. and Chestnut, R.W., 1978, Brand Loyalty: Measurement Management (John Wiley & Sons, New York). External Links Brand name psychology – "How Brand Name Psychology Makes Your Brand Name Perfect" Appvizer - Charm Your Customers’ Hearts With Loyalty Marketing Brand management Branding terminology