Abstract
A company’s brand represents its identity. For customers and partners, the brand is synonymous with the company itself. The brand is also an extension of the company’s products or services. It often takes years for a company to build a brand, and once it is built, it is very important for the company to maintain its brand equity.
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Joy, J. (2018). Accelerating Divestitures Through Minimal Rebranding. In: Divestitures and Spin-Offs. Management for Professionals. Springer, Boston, MA. https://doi.org/10.1007/978-1-4939-7662-1_18
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DOI: https://doi.org/10.1007/978-1-4939-7662-1_18
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