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Thursday, January 23, 2014

Role of Branding in the Product Life Cycle

Examining the curious role of brand in the product life cycle By James Richardson, Ph.D. on January 22nd, 2014  

A new report debunks the notion that brand defines a product in consumers’ eyes across its entire life cycle. ... Contemporary marketing thinking suggests that a brand somehow defines the product. The modern discipline of brand management encourages this view by organizing firms into brand teams designed to manage strongly branded portfolio.  ...  "

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