13 Managing Brands Over Time

Learning Objectives

After reading this chapter, you should be able to

  1. Understand the important considerations in brand reinforcement.

  2. Describe the range of brand revitalization options to a company.

  3. Outline the various strategies to improve brand awareness and brand image.

  4. Define the key steps in managing a brand crisis.

Some companies like Barnes & Noble have found it difficult to maintain market leadership in the face of strong competitors and other countervailing forces.

Source: AP Photo/Amy Sancetta, File


One of the obvious challenges in managing brands is constant change in the marketing ...

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