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9-8

Brand Management Challenges*

 Internal and external forces create hurdles for product brand managers in their brand building initiatives:

Intense Price and Other Competitive Pressures

Fragmentation of Markets and Media

Complex Brand Strategies and Relationships

Bias Against Innovation

Pressure to Invest Elsewhere

Short-Term Pressures

*David A. Aaker, Building Strong Brands, 1996, 26-35.

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