Creating brand wealth through brand health
Arthi BasakInterface
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Every marketer's personal ambition is to leave behind a brand larger than what he or she inherited. This quest to grow a brand beyond its current market is a true test of a brand's stature. As brands enter new markets and address newer consumers, newer meanings have to be forged. This will have an impact on what brands stand for and how they can evolve over time.
The wave of...