Wansink, Brian; Huffman, Cynthia - In: Journal of Product & Brand Management 10 (2001) 4, pp. 228-242
Managers of mature or established brands have received little guidance regarding the strategic and tactical decisions … they must make to keep their brands healthy. By focusing on how existing consumers perceive, choose, and use brands, this … paper suggests how managers can generate and prioritize strategic and tactical opportunities for revitalizing their brands …