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| Author: | Barwise, P. Meehan, S. MacDonald, E. |
| Title: | Relentless Tide: an unstoppable megabrand |
| Journal: | Business Strategy Review
2011 : VOL. 22:2, p. 59-63 |
| Index terms: | brands management innovation customer relations brand loyalty |
| Language: | eng |
| Abstract: | Tide has been a dominating brand in the US for more than sixty years now. The article analyzes the life of Tide as a brand and explains some of the biggest factors in its success. It also offers some practical advise for others planning to follow in Tide's footsteps and warns of the hardships down the road. |
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