oa Journal of Marketing - Keeping the brand healthy : the annual brand checkup...
|Article Title||Keeping the brand healthy : the annual brand checkup...|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Apr 2007|
|Issue||Apr / May 2007|
One of the keys and biggest challenges with building premium brands is maintaining a healthy balance between growing the business and maintaining consistency in your brand communications programme. That's because premium brands, by their very nature, have a way of taking on a life of their own.
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