This chapter presents a range of marketing platforms through which the durability of products could be highlighted as a positive attribute and identifies some potential risks and opportunities in adopting such a strategy. Durability is embedded in elite brands such as Rolls-Royce and Jaguar, while some manufacturers operating at the top end of the mass market, for example Miele and Dualit, have used marketing tools to develop a reputation for their products durability. A key strength of an heirloom brand is that products are often immediately recognizable as having been made by a renowned designer. Swan and Combs concluded that a certain level of durability has to be achieved before consumers will express satisfaction, but an absence of product failure does not guarantee satisfaction. Consumer satisfaction with products that have achieved or exceeded their anticipated lifespan should result in an emotional attachment to the brand.