Correlation between brand longevity and the diffusion of innovations theory
Decision – the innovation is either adopted or rejected. If rejected, it could be adopted
at a later time.
Modern use of DOI
‘Underlying the DOI theory is that, in order to secure the successful diffusion of an
innovation, it must be perceived as culturally relevant and appealing to the norms of the
system one wishes to diffuse it into. This aspect applies to almost every area where the fields
of communication, politics, marketing and public affairs are concerned.’ (Tina Gouws and
George Peter van Rheede van Oudtshoorn p. 239)
Thus, a lot of already well-known brands must change their message or visual in order to fit to
the current time.
What every company is looking for is repeat-buy or longevity of business. This also can be
paralleled with brand loyalty, which is nurtured through three constituents of the brands:
insiders, followers and feeders. Those stakeholders are part of creating the myth of the brand,
following it and serving it up (to others).
annaabi.ee 
