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Brilliant Marketing, revised 2nd Edition by Richard Hall

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Chapter 4 All about brands

The business of branding really deserves a book to itself. So this is just a quick overview of what a brand is and how it works. A brand is a piece of magic, a bit of ‘now-you-see-it-now-you-don’t’ alchemy. It is not formulaic or the stuff of textbooks.

Making brands is the most exciting aspect of marketing.

Because making great brands is about building great businesses.

What is branding, what is a brand?

  • Branding is the process of creating a personality for a product or service using a consistency of design and description, giving the product a distinctive feel, look and competitive position.
  • A brand is something the consumer feels emotionally ...

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