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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 1. Managing brands is not common sense

If common sense is what most people naturally use in the absence of education and training, then effective brand management is not common sense.

Certainly the more features and benefits you highlight about your brand, the more attractive the brand will be. The more people you try to appeal to, the more effective your advertising will be. That market share is the most important measure of a brand’s success is obvious. And what name you attach to a brand isn’t all that important—it’s what the brand actually does for the consumer that makes the difference. It is completely obvious that “quality” is an effective marketing message. Brand extension as the best way to introduce a new product seems apparent. ...

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