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Get A Name by Jacky Tai

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CHAPTER

01

Continuing The Brand Journey

 

 

 

 

 

BRAND building is a never-ending process. There are so many components that it will take me a few more years – and a few more books – to cover them all. For now, our mission to help educate Asian companies in the art and science of branding has pulled into the third station: naming strategies.

This book is a continuation of the journey that was started in 2007 with the launch of my first book, Transforming Your Business Into A Brand, coauthored with my colleague, Wilson Chew. That book talks about the 10 rules of branding all strong brands – be they global, regional or local – are built on. Over the years of consulting, we have come to realise Singapore has actually bred many world-class companies ...

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