Brand Investment Traps

PLEASE NOTE
The Mercer Management Journal is dead. If you click through you will be taken to the Internet Archive site to find an archived copy.

Brands have become increasingly fragile and difficult to sustain. Failure to invest in the right mix of activities at the right time risks eroding the brand. On the other hand, those companies that anticipate and avoid the common investment traps can reap superior growth in brand value over a long period of time.

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