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Unformatted text preview: brand. The objective of this lesson to provide an overview of
an effective brand development process and is not meant to be
comprehensive or represent strategic brand development in its
entirety. We shall also understand the branding process and
brand success through integrating marketing resources.
Do we need brands to become successful in this competitive
environment? Or can we just be a ‘me too product’ and drag
ourselves in the crowd? There’s a lot of talk about a company
and its “brand” these days, and lots of money being spent
trying to do what people call “branding.”
One recent article pointed out that all marketing, especially
advertising, works to enhance or modify brand image. But,
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- Spring '13