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    Product Consistency and Brand Consistency

    People who purchase the same product from the same store or manufacturer have built up a brand image of what to expect each time they make a purchase. That's what gives a brand meaning and value.

    There are two places in the purchase process where inconsistency can cause a problem (i.e., reduce sales).

    1. Marketing communications messages different from what salespeople tell prospects and customers.
    2. Changing the product and service mix without some sort of re-branding effort that overcomes the loss of existing customers while waiting for new customers to catch on to the change.

    Brand Autopsy highlights the second of these problem areas at Dunkin' Donuts and Starbucks.

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