The Dos and Don’ts of Repositioning Your Brand
This “strategy of last resort” should not be undertaken lightly. An excerpt from Kellogg on Branding in a Hyper-Connected World.
Researchers: Alice M. Tybout
May 7, 2019
Brand Scandal Spillover
When will a brand scandal spill over and how should competitors respond?
Researchers: Michelle L. Roehm and Alice M. Tybout
October 1, 2008
How Many Reasons Do You Need to Like BMWs?
The role of content vs. retrieval ease
Researchers: Alice M. Tybout, Brian Sternthal, Georgios A. Bakamitsos, Prashant Malaviya and Se-Bum Park
May 1, 2008