TITLE

Brand franchises still at risk

PUB. DATE
August 1990
SOURCE
Advertising Age;8/20/1990, Vol. 61 Issue 34, p46
SOURCE TYPE
Trade Publication
DOC. TYPE
Editorial
ABSTRACT
Editorial. Focuses on the relapse in the brand franchise commitment of brand marketers in the U.S. Impact of short-term brand orientation on long-term brand franchise building; Importance of reinforcing the brand-building concept for long-term corporate success.
ACCESSION #
10481552

 

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