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So care must be taken to ensure that when brand elasticity is evaluated, the overall sanctity of the brand is kept intact.
Keeping the above in mind, it is possible to classify AXN’s values into both essential and diversifying values. When AXN looks to extend its brand, the core focus must be retaining the differentiating brand values and attributes. The essential values and attributes may be viewed as values that are inherent to most strong brands across the globe in general
Core/Essential Values and Attributes
• Values
o Quality – An essential for creating a strong brand over time
o Respect – In general, a strong brand always commands good respect
o Inspiration – A strong brand inspires both entrepreneurs and competition...
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