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Old Brands Get a Second Shot

Release Date:
4/18/2012 12:00 AM
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Wall Street Journal, April 18, 2012

Wall Street Journal, April 18, 2012: The difficult economy is prompting many entrepreneurs to try to revive old brands from the dead—or the near-dead. UNH professor George T. Haley says using an old brand or product gives entrepreneurs at least one important advantage over start-ups: The amount they have to spend on marketing is often less than the cost of creating a new brand or concept.

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