Before brand image and positioning, other things are needed. Kapferer explains why these include : identity, vision/purpose, brand architecture and charter. All ways of integrating marketing as an organisation-wide learning process. Every brand owner needs a copy of this book. If you'd like to form a discussion group debating key lessons on branding (and when it is/isn't the most valuable corporate asset), please e-mail me at email@example.com. Sincerely, Chris Macrae, author Brand Chartering Handbook & editor MELNET [...]
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