Why hasn't Hershey retired the Reese's brand?
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If Hershey's were to change from Reese's Peanut Butter Cups to Hershey's Peanut Butter Cups, they would be throwing away several hundred million dollars in brand equity, just as if they took currency and set it on fire. Among the things they would lose would be the positive effect of product placement in the movie E. T. read more
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