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Financial engineering can destroy brands, but there is a way forward

Author

Listed:
  • Light, Larry

    (Arcature LLC, USA)

Abstract

Financial engineering can destroy brands. Financial engineering erodes brand trust, which takes time to rebuild. Effective, proactive brand management can breathe life back into broken brands. As the examples of Olive Garden and RH show, there are basic, fundamental actions that brand leaders must execute to put brands back on track for enduring profitable growth.

Suggested Citation

  • Light, Larry, 2020. "Financial engineering can destroy brands, but there is a way forward," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(1), pages 18-26, June.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:1:p:18-26
    as

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    More about this item

    Keywords

    brand; financial engineering; high quality revenue growth; marketing; value extraction; value creation; Olive Garden; RH;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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