For brand owners who care about building an enduring and valuable brand, the recent JC Penney drama offers an excellent learning opportunity. Venerable retailer JC Penney opened its doors more than a century ago and generates annual revenues of nearly $13 billion from its 1,100 stores. JC Penney was a force to be reckoned with in mid-market department store retail for most of the 20th Century. And that’s exactly why the brand is stuck in its self-inflicted drama today.
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