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When Is a Car Like a Drink? Metaphor as a Means to Distilling Brand and Product

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Toni-Matti Karjalainen, Researcher, TAI Research Centre, Helsinki University of Technology


Companies that want to increase their brand equity often seek a way in which to differentiate themselves more strongly from their competitors. They try to identify their core values to arrive at an identity that sets them apart. It's not always an easy pr




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