Customer-centered brand management

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Reference no: EM132178206

1. The HBR (2004) article entitled “Customer-Centered Brand Management,” argues that brand managers should “make (their) brands as narrow as possible.” Explain a) why this is a sensible general advice to today’s brand managers, and b) under what circumstances it may not be a good guideline to follow.

2. Why should a company make it easy for customers to complain? Describe the features of an effective complaint management process.

Reference no: EM132178206

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