Brand Management Marzia Balzani Synthesizing the latest research and

Synthesizing the latest research and literature

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Brand Management Marzia Balzani Synthesizing the latest research andBranding is one of the most important, and arguably the most visible, manifestations of 'marketing'. Brands are not just important for identifying products, they also add greatly to the value of companies and they are fiercely protected by the companies they represent and can be the subject of conflict between companies who feel the brand is threatened, infringed or stolen. How do brands happen? How are brands defined? How is Brand Equity measured and