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Unformatted text preview: Extending the PLC (Product Life Cycle) Modifying the product Modifying the market o New users o New uses o More use package sizes o Repositioning What is a brand Recognizable It delivers consistent performance Possesses a distinctive promise Creates an emotional bond Why brand Consolidation Changed consumers research points to new attitudes o R and d is valued o Know how quality is defined- it matters o Quality trumps price o More sophistication o Consumers attach important to nostalgia in culture...
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This note was uploaded on 12/03/2007 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).
- Fall '07