The potential power of a brand is phenomenal, yet at some point in their lives, all brands begin to look old or lose their potency. Some are usurped by younger brands more in tune with the zeitgeist; others just grow tired or wear themselves out; still others lose direction and become separated from their target audience.
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Jean-Marc Lehu is Associate Marketing Professor at Pantheon Sorbonne University. He is also a consultant in marketing and communications and conducts research on customer loyalty and brand management. He has had several books and numerous articles published.Review:
""Brand Rejuvenation goes beyond simply discussing the problem of brand aging, it provides practical, real-world advice for brand managers, makes excellent use of case studies and gives readers valuable tools to assist in keeping their brands vital."" -- Gretchen Berry ""Soundview Executive Book Summary""
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