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Effective Brand Work
By Christopher Kenton A brand is the symbol that distinguishes one company's products from the competition, how are effective brands conceived and created? Two scenarios:
1) A brand is just a functional requirement of doing business, its creation managed like a label to be applied to the company or its products.
2) A brand is a catalyst in discovering and defining the value proposition and the positioning of the company or product.
Ahorre May 4, 2005 08:54 AM