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e book. Hi , My name is Dr Vincent Wee. I am a marketing expert. Hope u like my publication. The twenty-first century may well indeed be the century of the brand. There has been renewed interest in the concept of brand equity (the positive differential effect that knowing the brand name has on customer response to the product or service). Solid brands counter cynical consumers. The website discusses how to build strong brands through brand positioning, good brand name selection, positive brand sponsorship, and ongoing brand development.
Managing brand is an ART that must be mastered by the successful marketer. This art is increasingly difficult and complicated with the emergence of strong global brands and increasing competition for consumer dollars. In reality, a brand’s position will not take hold fully unless everyone in the company lives the brand.
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