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A market or industry dominated by a small number of sellers relative to the size of the market. (e.g., Coke and Pepsi are oligopolists operating in an oligopoly.)
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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