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The crisis of the brand

July 26, 2004 at 8:40 by Martina Comments

Big brands are having an hard time trying to stay on top. Global competition, deregulation and technology progress are menacing their survival. On the IHT an article by Claudia Deutsch talks about AT&T’s risky situation, whose brand supremacy is under assault from many angles.
What is “funny” to note is that big brands are victims’ of their own desire to dominate the market. You can’t take your success for granted, you can’t be sure your brand will be on top forever, and you can’t be so superficial to understimate the potentials of your competition.

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