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" The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation and the way it's advertised." The best way to understand a brand is to think of it as a friend. We choose brands in exactly the same way we choose... "
Brand New China: Advertising, Media, and Commercial Culture - Page 23
by Jing Wang - 2010 - 432 pages
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How to Use Advertising to Build Strong Brands

John Philip Jones - 1999 - 408 pages
...Marketing Association in l955, "is the picture people carry around in their heads of a brand. lt is the intangible sum of a product's attributes, its name, packaging and price, its history and reputation and the way it's advertised." Two decades later, brand image went mainstream, at least...
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Vault College Career Bible

2004 - 389 pages
...brands, having created icons like The American Express Card and Rolls Royce. He defined a brand as: "The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation and the way it's advertised." The best way to understand a brand is to think of it as...
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Vault Career Guide to Advertising

Ira Berkowitz - 2004 - 117 pages
...brands, having created icons like The American Express Card and Rolls Royce. He defined a brand as: "The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation and the way it's advertised." The best way to understand a brand is to think of it as...
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Vault Guide to the Top Advertising & PR Employers

Laurie Pasiuk - 2005 - 167 pages
...brands, having created icons like The American Express Card and Rolls Royce. He defined a brand as: "The intangible sum of a product's attributes: its name, packaging and price, its history, its reputation and the way it's advertised." The best way to understand a brand is to think of it as...
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The Vault College Career Bible

2006 - 394 pages
...brands, having created icons like The American Express Card and Rolls Royce. He defined a brand as: "The intangible sum of a product's attributes: its name, packaging and price, its history, its reputation and the way it's advertised." The best way to understand a brand is to think of it as...
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