Tag: article review

A BRAND IS FOREVER! A FRAMEWORK REVITALIZING DECLINING

Main Point: A Brand is forever! A Framework revitalizing declining and dead brands mainly deal with avoiding the decline of a brand and revitalizing it after assessing its viability for revival. In fact, this article uses the equity framework to present conditions that lead to declining a brand and then its death, and suggest some measures for managers to avoid such declines by timely fixing problems in brand equity elements. As many renowned brands have been revitalized over the years, this article proposes some guidelines to rebuild a brand and survive it from demise. Moreover, this article reviews the managerial…

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