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(c) Dr. Piyush Kumar Sinha, IIMA, 2
Brands as Firewalls
Dr. P K SinhaIndian Institute of Management, AhmedabadJuly 5, 2003
 
(c) Dr. Piyush Kumar Sinha, IIMA, 2
Structure
•What are brands?•What builds brands?•How are they built?•Do they give a competitive advantage?•What are the dangers of a large brand?•How do we protect the brand?
 
(c) Dr. Piyush Kumar Sinha, IIMA, 2
What are brands
?
• Names•Symbols•Insignia•Images•Personalities•Identities
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