Mumbai:Brands that have been around for a century or so are rare indeed. But many of our favourite brands are over a 100 years old. From the toothpaste you use in the morning Colgate, to your mouthwash; Listerine; Quaker Oats your breakfast cereal; The Heinz ketchup on the table..Hershey…the chocolate syrup in your glass of milk.

The confectionery you chew as you step out to work could be from Wrigleys; the Mineral water in your century old Audi could be Evian. Your Levis denims ; the cards that liven up and evening of entertainment or a day at the casino…made by Dal Negro, a producer of fine playing cards since 1756; or the Miller beer you sip into at a night of revelry..all centurion brands.

The latest to join the bandwagon is ace luggage and travel accessories maker; that’s turned 100 in 2010. Unlike Samsonite; which is popularly known across the world; there are lesser known brands like Nedo of Germany, the leading maker of survey equipment. Trangia is a Swedish outdoor stove beloved by hikers. Coleman (outdoor equipment), Royal Doulton (china), Square D (electrical equipment), the list continues to inspire awe;

So what are the keys to becoming a centennial brand? Consistency of quality. Decades of well-honed messages. Integrity and ingenuity.

Experts like to talk about product life cycles, as if the birth and death of brands were the most natural thing in the world. Yet there are dozens, perhaps hundreds of global brands, big and small, that manage to remain young and vital, well into their tenth decade and beyond. But as in the case of most 100 year old brands like Samsonite; it’s the continuous capacity to re-invent; cross-cultural teams; entrepreneur-professional balance such as seen in Dr.Ramesh Tainwala; President Greater Asia Samsonite that wins.