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P. 1
Chap 003

Chap 003

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Published by 021789

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Published by: 021789 on Feb 10, 2009
Copyright:Attribution Non-commercial

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06/14/2009

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For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
 
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Brands and Stakeholder Relationships
 
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Building BrandRelationships WithCustomersCreate CustomersReward: SalesReward: More Salesand Profits
 
Reward: SalesBuilding BrandRelationships WithCustomersCreate Customers
Chapter Perspective:
Changing World
TraditionalTraditionalProduct FocusProduct FocusBrand-FocusBrand-Focus
 
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
What Does “Brand” Mean?
Brand:
 
 A perception resulting  from experiences with, and information about, a company or line of products
Branding:
 
The process of creating a brand image that engages thehearts and minds of customers

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