Changing of the guardians

Raftery, Dan
March 2005
Progressive Grocer;3/1/2005, Vol. 84 Issue 4, p19
Trade Publication
Reports on the challenges encountered by brand managers in protecting brand equity in manufacturing industries in the U.S. in 2005. Similarities between brand problems in the food industry and the automotive industry; Actions that must be taken by brand acquirers to protect brand equity; Examples of successful brand rebirths in the food industry.


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