chapter 2
How do brands work?
When we think about brands, we tend to think about products. In this chapter, we will explain the difference between product and personal brands and the two ways you build a brand, through identifying your unique selling points and developing your brand identity.
Product brands
Brands in the broadest sense have existed for thousands of years. Empire builders have long understood their importance. One example is the Lion of St Mark, complete with wings and a book, which was the symbol of imperial Venice. It stands on a column between St Mark’s Square and the gondolas. Visitors to Bergamo, far away in the foothills ...
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