Many companies use their brand as a competitive advantage.

First, given their knowledge about the global economy, make a list of which brands you believe have the strongest likelihood of remaining a source of advantage over the next 50 years? Why?

Now do some Internet research. See if you can find support for the staying power of the brands on your list -- or perhaps others may disagree.

Is it even possible for a brand to remain a top competitor in the 21st century?

Strengthening the Superdry Brand as a Foundation to Strategic Success British-based SuperGroup, owner of Superdry and its carefully banded product lines, is taking actions to deal with recent performance problems. These problems manifested themselves in various ways, including the need for the firm to issue three profit warnings in one six-month period and a 34 percent decline in the price of its stock in 2014 compared to 2013. Founded in 1985, the firm is recognized as a distinctive, branded fashion retailer selling quality clothing and accessories. In fact, the firm says that "the Superdry brand is at the heart of the business."The brand is targeted to discerning customers who seek to purchase "stylish clothing that is uniquely designed and well made." In this sense, the company believes that its men's and women's products have "wide appeal, capturing elements of 'urban'and 'streetwear' designs with subtle combinations of vintage Americana, Japanese imagery, and British tailoring, all with strong attention to detail. Thus, the firm's brand is critical to the image it conveys with its historical target customer-teens and those in their early twenties._ said that SuperGroup has "moved from an owner-entrepreThoseleadingSuperGroupbelievethatcustomerslovethesuperdrypneurialstyleofmanagementtoamoreprofessionalandexpe- Superdryproductsaswellasthe"theatreandpersonality"ofthestoresinwhichtheyaresold.Theseoutcomesareimport-riencedtypeofmanagement.Thekeythingis,itismuchbetternowthanitwas." the stores in which they are sold. These outcomes are import- Direct actions are also being taken to enhance the ant given the company's intention of providing customers with Superdry brand. The appointment of Idris Elba, The Wire actor, particular, those now leading SuperGroup intend to better control the firm as a means of protecting the value of its brand. A Sources: About SuperGroup, 2015, SuperGroupPLC.com, wwww.supergroup.co.uk, new CEO has been appointed who believes that "the business April 5; S. Chaudhuri, 2015, Superdry brand works to iron out problems, recently. A well-regarded interim CFO has been appointed, and H. Mann, 2015, SuperGroup strategy oozes Hollywood glamour, Interactive investor, the firm's board has been strengthened by added experienced Eba, The Guardion Online, www.theguardlancom, March 26; A. Petroff, 2015, is this the worst CFO ever? CMNMoney, www.money.cnncom, February 25