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Other Papers on :Branding

C/M/725. Changing Ways of Brand Management: Leveraging and Fortification Strategies

(2008, 2900 words)

The paper addresses the issues of brand management reviewing the theory of brand, outlining the changes in establishing brand equity by modern companies, discussing the role of the integrated marketing communications, etc. Brand strengthening strategies are analysed including fortification and leveraging.
 
   
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