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Strategic Branding: Bringing the Customer Closer

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Marie-Claude Peyrache, Group Vice President of Corporate Communications, France Télécom; Jean- Léon Bouchenoire, Director of Brand Equity, Compaq Computer Corporation


In March 2000, France Télécom, the French national phone company, launched its new branding system, with a new logo and a new visual identity system applied in its worldwide applications. The company selected a universal symbol-the ampersand-as a key comp




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