In Sync

Slywotzk, Adrian; Roberts, Ken
July 2006
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p18
The article focuses on brand management and the importance of investing in established brands. The number one mistake of some corporations is simply to not make regular investments in a brand over time. The authors discuss thirteen different mistakes that companies can make in the management of their brands. The authors examine how various corporations have either turned around struggling long established brands, or allowed other brands to steadily decline. Among the brands that have faded, according to the authors, are: Oldsmobile, Polaroid, Howard Johnson and Zenith. The authors point to the rehabilitation of the Nissan brand as a positive example of brand management. They also discuss the challenges that Hewlett Packard and Microsoft face in the age of digital media.


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