How Many Lives Does A Brand Have?

It's said that cats have nine lives, but how many lives does a brand have? The answer, it seems, is definitely more than one.

Recently, in Shanghai, a friend took me to one of the city's most sophisticated luxury malls. She was excited to show me her recent discovery. "Check this brand out," she said, pointing to a meticulously tailored Aquascutum trench coat. Its label said the brand was founded in 1851, but I had to confess, I'd never heard of it. "And, how cool are these?" she asked as she riffled through a rack of striped Kent & Curwen T-shirts.