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Managing Brands

The document discusses strategies for managing brands over the long run, including brand reinforcement and revitalization tactics. It focuses on maintaining brand equity and ensuring brands stay relevant.

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Sanket Chaturvedi
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30 views23 pages

Managing Brands

The document discusses strategies for managing brands over the long run, including brand reinforcement and revitalization tactics. It focuses on maintaining brand equity and ensuring brands stay relevant.

Uploaded by

Sanket Chaturvedi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Managing brands for the long run: Brand reinforcement and revitalization strategies

Kevin Lane Keller


California Management Review; Spring 1999; 41, 3; ProQuest
pg. 102

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