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Consider the power and potential of brands that have been

Consider the power and potential of brands that have been in the market for a long time...often multiple generations.

For example, Chevrolet was recently celebrating it's 100th anniversary via marketing communications.

How might a marketer leverage this long-term brand awareness and image to their advantage?

How might it affect the marketing mix?

How does this impact (or might it) impact the PLC...product life cycle?

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