In the last decade, Procter & Gamble changed the oil Olay from the "oil of an old lady" in the Olay Total Effects - one of the strongest brands. Is one of your brands diamond in the rough? The authors describe the five key questions that can help you evaluate whether to invest in a brand overhaul. If a brand can not answer all of them affirmatively, chances are good that it has the potential to be transformed from a backward into a star. The five components of its brand Reinvention Framework. Proposals, objectives, proposals, production and channels a detailed description of how to approach each item "Hide
by Alonzo Canada, Joyce Chen Source: Rotman School of Management / UOT 4 pages. Publication Date: September 1, 2011. Prod. #: ROT150-PDF-ENG
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