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Multibranding: Symptom of an Unclear Branding Policy

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Description
AUTHOR(S):

Edwin Visser, Director, Claessens Product Consultants B.V.

 

Branding is a strategy for building relationships with consumers. Much more than a graphic, a brand conveys messages about quality, price, dependability, and many other attributes. In hopes of creating more desirable products, companies today are combinin

 

PUBLISHED: 1998

 

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