13 Managing Brands Over Time
Learning Objectives
After reading this chapter, you should be able to
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Understand the important considerations in brand reinforcement.
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Describe the range of brand revitalization options to a company.
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Outline the various strategies to improve brand awareness and brand image.
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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
Preview
One of the obvious challenges in managing brands is constant change in the marketing ...
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