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Lecture Advertising and promotion (2/e) – Chapter 6: Branding and building relationships with the database
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Chapter 6 - Branding and building relationships with the database. The goals of this chapter are: To understand how we build relationships with brands; to examine the concept of brand identity; looking at brand names, symbols and packaging; to look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers; . |