TITLE

THE BRAND PLAYED ON

AUTHOR(S)
Wilson, Richenda
PUB. DATE
July 2002
SOURCE
Marketing Week;7/18/2002, Vol. 25 Issue 29, p37
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Advises brand managers to learn reinvention lessons from entertainer Madonna. Ability of Madonna to maintain a steady stream of innovation and always stay one step ahead of customer expectations; Madonna's updating of her image with every record release; Madonna's diversification into different product lines; Four key attributes of a product brand or service.
ACCESSION #
7055326

 

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