Brand warfare : 10 rules for building the killer brand : lessons for new and old economy players /
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 人氣指樹
Offers a series of principles for improving a company's understanding of the concept of brand and brand usage. Tells why a good brand is needed to be competitive, when co-dependency between company and consumer is good, and what the two great threats are to good advertising, all based on the methods used by John Hancock.
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