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Unformatted text preview: ProFile 3 UNIT 12 Reputations A brand is basically a symbol, or combination of letters, which denotes ownership. Cattle were originally branded with a hot iron to show who they belonged to. Nowadays, of course, a brand is much more: it is a promise of quality, and represents a psychological contract between the manufacturer and the consumer. The brands we buy send a signal to other people and provide information about us: they are a form of sign language. Brands are powerful because they can transform a product available locally into something which becomes a household name both nationally and internationally. It is hardly a surprise that the first real brands were American, as they were able to grow in a huge market with similar tastes and with no political or linguistic borders to cross. This meant that advertising would work effectively throughout the country. Since then, of course, the most successful US brands have gone on to conquer markets around the world. USPs Most successful and long-lasting brands have a unique selling point (USP) or some quality which sets it apart. The Dyson...
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This note was uploaded on 12/12/2010 for the course RBS BCN taught by Professor Dekoe during the Spring '10 term at Rotterdam Business School.

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