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AD611 04 Brand Management 090331
This document discusses branding and brand management. It provides examples of well-known brands like Coca-Cola, Unilever, Disney, and others. It also discusses how brands are more than just logos, and can reflect values and lifestyles. The document outlines the branding process, including establishing brand attributes, essence, positioning, and design. It emphasizes finding differentiation from competitors by "zigging" when others "zag."
![Branding[1]](https://cdn.slidesharecdn.com/ss_thumbnails/branding1-101216045229-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
