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© 2006 The McGraw-Hill Companies, Inc., All Rights - page 22 / 31

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9-22

Strategies for Brand Strength

Brand-Building Strategies

Developing the brand identification strategy

Coordinate identity across the organization

Brand Revitalization

Find new uses for mature brands

Add products related to heritage

Strategic Brand Vulnerabilities

Brand equity can be negative

Retailer private brands compete with manufacturer brands

Major shifts in consumer tastes

Competitive actions

Unexpected events

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