Abstract
For marketing people, the concept of brand is everything. It is like the Almighty: omnipotent, omnipresent and omniscient.
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Reference
Ellwood, Iain (2002) The Essential Brand Book: Over 100 Techniques to Increase Brand Value, 2nd edn. London: Kogan Page.
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© 2008 Adrian Furnham
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Furnham, A. (2008). Brand is everything. In: Head & Heart Management. Palgrave Macmillan, London. https://doi.org/10.1057/9780230598317_9
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DOI: https://doi.org/10.1057/9780230598317_9
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-0-230-55512-9
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