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>> SEARS Latest News

MAR 12, 2014 - TheStreet

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These Companies Need Rebranding

NEW YORK (TheStreet) - It should go without saying that the better a company engages its brand with consumers, the better the sales will be. Of course, the opposite is also true - companies that have poor brand engagement are likely suffering from sales declines and probably larger strategic and financial issues. Brand engagement is defined as the degree to which a brand is seen to meet the expectations consumers hold for the 'ideal' company in a particular industry as measured by positive consumer behavior towards the company and brand loyalty. "A brand can't do well in today's ... Read More

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