transferable to other products -- the reason Microsoft can contemplate becoming a power in online banking, for instance, is because it already has incredible brand equity in applications and operating systems. It is as simple as Reese's Peanut Butter cups transferring their brand onto Reese's Pieces, creating a new product that requires minimum advertising to build up. The real trick with brands, though, is that it takes at least competent management to unlock the value. If a brand is forced to…
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