The concept of "the brand" is changing, yet it remains central to the strategy of many companies, especially in the service sector. This book provides a brief guide to how strong brands are built and maintained. It has been written in the light of recent developments and challenges to branding.
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The concept of "the brand" is changing, yet it remains central to the strategy of many companies, especially in the service sector. This book provides a brief guide to how strong brands are built and maintained. It has been written in the light of recent developments and challenges to branding.
Read Less
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