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Keywords: rejuvenation
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Journal Articles
Journal:
Business Strategy Series
Handbook of Business Strategy (2006) 7 (1): 101–106.
Published: 01 January 2006
...Jonathan Groucutt Purpose – By using the metaphor of the human life cycle this paper examines some of the longevity issues of branding. The paper also explores how brands can be resuscitated (or rejuvenated) when in declining health or indeed on the edge of death (brand heart attack). Linked...
