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oa Journal of Marketing - Keeping the brand healthy : the annual brand checkup...

 

Abstract

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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/content/mfsa1/2007/04/EJC74319
2007-04-01
2016-12-04
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