Brand Management

Branding is the strategic development and management of differentiation through a unique identity. A brand can be systematically managed with a well defined brand strategy which includes a clear statement (no more than two sentences) of the key brand benefit to target audiences followed by a few key support points or reasons to believe in the brand benefit. The brand strategy also includes an articulation of four to five brand personality traits.
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CMA Publication

Canadian Marketing Association Marketing Facts - 2014 Edition

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