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Brand management

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Nicholson Consulting
Nicholson Consulting

The document discusses brand management and provides an overview of the following: 1) The benefits of brand management including brand equity, awareness, loyalty, and competitive advantage. 2) A brand management system that matches brand promises with customer experiences through research, design, execution, and evaluation. 3) The key components of brand identity including communications, products, environments, people, and how they shape customer perception.

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B R A N D M A N A G E M E N T
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