Brand Management: Importance, Strategies, and Techniques
VerifiedAdded on 2022/12/28
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AI Summary
This document discusses the importance of branding as a marketing tool and how it emerged in business practices. It also explains the main components of a successful brand strategy for building and managing brand equity. Additionally, it examines different strategies of portfolio management, brand hierarchy, and brand equity management. The document provides examples and validates them within the organizational context.
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