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New Life for Tired Brands
Publish Date: February 26, 2008
Author(s): Jullens, John; Bahadur, Nikhil
Abstract: In this s+b column, the authors postulate a framework for deciding if a brand that has lost its currency should be retired and replaced or whether it has life left.
Related Industries: Automotive, Consumer Products, Financial Services, Health, Media & Entertainment, Retail, Technology, Telecommunications
Related Expertise Areas: Marketing & Sales
