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Local Branding Dissertation

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... about the brand, like for example the pride in the brand that brands like Pepsi and Coors demonstrate. This would enable building brand equity, brand loyalty, and brand image. Without stating this explicitly in our advertising, our hope is market. Key to differentiating products is the concept of `branding,' or creating a brand name that takes on a life of the Coca-Cola brand. New and innovative marketing strategies are necessary in order to ensure continued brand visibility and brand awareness. The counterfeit brands and the imitation brands are designed to look like the brands that famous designers produce. ...



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Sources list for LOCAL BRANDING DISSERTATION:

Brown, S., R. Kozinets, and J. Sherry. (July 2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, Vol. 67.
Consumer Behavior Study in International Banking

Tragos, William H. International Branding. In Brands: The new wealth creators. London: Macmillian Press Ltd.
Brand Names Versus Generics

Temporal, Paul. (not dated). The Power of Brands: How to enhance your brand in Asia. In Orient Pacific. Available: http://www.orientpacific.com/brands.htm
Brand Names Versus Generics

Temporal, Paul. Lee, K.C. (2001). Hi-Tech Hi-Touch Branding : Creating Brand Power in the Age of Technology. John Wiley & Sons.
Tesco

Park, J. W. & Kim, K. (2001). "Role of Consumer Relationships with a Brand in Brand Extensions: Some Exploratory Findings", Advances in Consumer Research, Vol. 28, pp. 179-185.
Marketing and Branding

 

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