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Description
Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organizing principle behind many ambitious companies. This authoritative book contains contributions from some of the field's leading ... read more
First Sentence
The Oxford American Dictionary (1980) contains the following definition: Brand (noun): a trade mark, goods of a particular make: a mark of identification made with a hot iron, the iron used for this: a piece of burning or charred wood, (verb): to mark with a hot iron, or to label with a trade mark.
Table of Contents
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