Machiavelli died in 1527 at 58 after receiving his last rites. He was buried at the Church of Santa Croce in Florence. An epitaph honouring him is inscribed on his monument. The Latin legend reads: TANTO NOMINI NULLUM PAR ELOGIUM ("So great a name (has) no adequate praise" or "No eulogy (would be) a match for such a great name"). Machiavelli's best-known book "Il Principe" contains several maxims concerning politics. Instead of the more traditional target audience of a hereditary prince, it concentrates on the possibility of a "new prince". To retain power, the hereditary prince must carefully balance the interests of a variety of institutions to which the people are accustomed. By contrast, a new prince has the more difficult task in ruling: He must first stabilise his newfound power in order to build an enduring political structure. Machiavelli suggests that the social benefits of stability and security can be achieved in the face of moral corruption. Machiavelli believed that public and private morality had to be understood as two different things in order to rule well. As a result, a ruler must be concerned not only with reputation, but also must be positively willing to act unscrupulously at the right times. Machiavelli believed as a ruler, it was better to be widely feared than to be greatly loved; a loved ruler retains authority by obligation while a feared leader rules by fear of punishment. As a political theorist, Machiavelli emphasized the "necessity" for the methodical exercise of brute force or deceit including extermination of entire noble families to head off any chance of a challenge to the prince's authority. Scholars often note that Machiavelli glorifies instrumentality in state building, an approach embodied by the saying, often attributed to interpretations of "The Prince", "The ends justify the means". Fraud and deceit are held by Machiavelli as necessary for a prince to use. Violence may be necessary for the successful stabilization of power and introduction of new political institutions. Force may be used to eliminate political rivals, to destroy resistant populations, and to purge the community of other men strong enough of a character to rule, who will inevitably attempt to replace the ruler. Machiavelli has become infamous for such political advice, ensuring that he would be remembered in history through the adjective, "Machiavellian". Due to the treatise's controversial analysis on politics, the Catholic Church banned "The Prince", putting it on the "Index Librorum Prohibitorum".