Celebrity Merchandising. Cash Cow or Brand Killer?

March 6, 2012 at 9:23 am Leave a comment

What happens to consumer perception when Rihanna is, quite literally, discounted?

I happened to stumble upon a Target end-cap dominated with Rihanna merchandise on an aggressive clearance. That event, coinciding with my recent reread of The 22 Immutable Laws of Marketing, led me to question the micro-effects of poor brand management.

Read the full post: Merchandising could be damaging celebrity brands

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