Comments for Refined Branding - Refining and Managing Your Brand - Re-branding your company

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Comment on How Important is Brand Identity? by Gwyn

Gwyn — Sun, 27 Nov 2011 22:15:46 +0000

When you are the size of a "Target" consumers tend to be more forgiving. A small to medium size company would probably not fair as well. It most likely hurt the brand locally in that that particular target my be thought of as one of the less maintained/dirty targets to shop at vs another target in the neighborhood.
Having the light out for more than 24 hours most likely secured their position, in the market place of being a "cheaper" retailer with deals. So perhaps in this particular case, it worked to their benefit!
For a more upscale business, it would seem the impact would be much greater. They would be perceived as "going downhill".

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