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Steidl, Peter

Waking the Giant: Revitalising the Mature Brand

Steidl, Peter - Waking the Giant: Revitalising the Mature Brand, ebook

21,10€

Ebook, ePUB with Adobe DRM
ISBN: 9781118319567
DRM Restrictions

Printing72 pages with an additional page accrued every 11 hours, capped at 72 pages
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Brand maturity is not inevitable.

Waking the Giant challenges current thinking and practice when it comes to achieving growth with mature brands.

This book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting-- and requires just as much ingenuity and innovation -- as launching a new brand.

While major mature brands still dominate many categories, margins and growth opportunities are often less than exciting. The critical question is: milk the brand, or revitalise? And, just as important: is your organisation fully committed to, and able to deliver on, your chosen strategy?

Inside you'll discover:

  • the merits of revitalisation and milking strategies, and how to choose between them
  • how to renew positive differentiation for a mature brand
  • how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan
  • how to align your revitalisation strategy with the consumers' and industry sector's evolutionary trends.

Keywords: maturity; inevitable; brand; brands; growth; mature; challenges; giant; current; revitalising; book; demonstrates; challenge; major mature; many categories; opportunities; less; critical question; milk; important; fully

Author(s)
Publisher
John Wiley and Sons, Inc.
Publication year
2009
Language
en
Edition
1
Page amount
240 pages
Category
Economy
Format
Ebook
eISBN (ePUB)
9781118319567
Printed ISBN
9781742169521

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