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Brandz Report 2009 Complete Report
The document discusses the origins and nature of brands. It argues that brands were not invented by companies or marketers, but rather are constructs that form in people's minds based on their experiences and perceptions. Brands are built by consumers through countless interactions and impressions, not by companies directly. While companies can influence brand perceptions to some degree, many factors influencing brands are outside of their control. The true role of marketers is to help guide how consumers build brands in their minds.
