Radical Brand Evolution: A Case-Based Framework

Bill Merrilees

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.

Brand equity & strength
Brand extensions
Brand management

Radical Brand Evolution: A Case-Based Framework

Bill Merrilees Griffith University, Australia

I would like to thank Mark Foote, president of Canadian Tire Retail (CTR), for his support of this research and for the material supplied in his RAC address (Foote,...

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