Radical brand evolution: a case-based framework

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Title Radical brand evolution: a case-based framework
Author Merrilees, Bill
Journal Name Journal of Advertising Research
Editor Dr. Joseph T. Plummer
Year Published 2005
Place of publication UK
Publisher Cambridge University Press
Abstract This article examines how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship as well as the nature of branding building. As the importance of nonmarketing touchpoints such as customer service departments and the actual in-store experience continues to increase, marketing is challenged to step beyond its traditional role to prove its value in generating business growth. Toward achieving this end, marketing must respond to three key challenges: the ability to maintain superiority, the need for achieving returns with fewer resources, and finding ways to manage the expanding complexity of today's customer touchpoints.
Peer Reviewed Yes
Published Yes
Publisher URI http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=364795
Alternative URI http://www.warc.com/Articles/10.1017/S0021849905050221
Copyright Statement Copyright 2005 Cambridge University Press : Reproduced in accordance with the copyright policy of the publisher : This journal is available online - use hypertext links.
Volume 45
Issue Number 2
Edition June
Page from 201
Page to 210
ISSN 0021-8499
Date Accessioned 2006-02-12
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing and Market Research
URI http://hdl.handle.net/10072/4580
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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