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Why the Red Sox Brand Keeps Hitting Home Runs
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******************************** Why the Red Sox Brand Keeps Hitting Home Runs http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1294 Although legendary sports franchises like the New York Yankees baseball team and Manchester United football club have achieved global brand awareness, some would argue that baseball's Boston Red Sox has become the premier brand in sports today, particularly under a relatively new ownership team that fully recognizes and exploits the brand in unique ways. What have the owners done, why have they been so successful, and how can they keep promoting the brand, whether the Bosox win or lose?
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