Revitalizing a brand is as much a science as an art. It requires retaining and enhancing valuable equities, sharpening differentiation, and refocusing positioning prompts prior to, and as a result of, altered market conditions, trends, fashions and consumer attitudes. Most important, it requires doing so without sacrificing the brand's established character. Truly great brands, those that maintain market leadership and consumer love for 50 or even 100 years -- such as Coca-Cola, Green ...
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