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

Larry Light
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Larry Light: Arcature LLC, USA

Journal of Brand Strategy, 2020, vol. 9, issue 1, 18-26

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.

Keywords: brand; financial engineering; high quality revenue growth; marketing; value extraction; value creation; Olive Garden; RH (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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