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SEVEN DEADLY SINS OF BRAND MANAGEMENT*

Failure to fully understand the meaning of the brand.

Failure to live up to the brand promise.

Failure to adequately support the brand.

Failure to be patient with the brand.

Failure to adequately control the brand.

Failure to properly balance consistency and change with the brand.

Failure to understand the complexity of brand equity measurement and management.

*Kevin Lane Keller, Strategic Brand Management, Prentice Hall, 2003, 736.

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