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Exploring the concept of branding, the essay emphasizes its distinction from mere products or services. It cites the American Marketing Association's definition, highlighting a brand's role in identification and differentiation. Notable figures in advertising, such as Walter Landor, describe a brand as a promise of satisfaction and quality, while Bates underscores that a brand exists as a collection of consumer perceptions. This nuanced understanding reveals the complex relationship between brands and consumer expectations in the marketing landscape.
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The Impact of Creative Arts on the Brand, Nick Birch
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- 2014
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