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What Is Branding Really About?
A Classic, Ubiquitous Misunderstanding of “Branding”
So What Really Is “Branding”?
The Positioning Statement, Emotions, and Brand Equity
A Simple Tool, but a Must for Branding
The Emotional Side of Branding
The Ultimate: Brand Equity
Building Strong Brands103
A Market-Driven Success
Market Research for Brand Development—The Basics
Innovation and Idea Generation for Brand Building
Brand Names, Logos, Symbols, and Taglines
Growth from Brand/Line Extensions
Branding in the B2B World—New Opportunities
1. Building Strong ...
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