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- W2486965403 abstract "There are many routes to the creation of a global corporate brand. Or, as is more frequent, taking an existing corporation and defining or redefining it as a brand. And there are as many different proprietary methodologies offered by branding consultants as there are routes. Often they are described as unique, as if the promoted procedure includes the secret formula of the next Coca-Cola." @default.
- W2486965403 created "2016-08-23" @default.
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- W2486965403 date "2009-01-01" @default.
- W2486965403 modified "2023-09-23" @default.
- W2486965403 title "The pillars — creating the brand foundation" @default.
- W2486965403 doi "https://doi.org/10.1057/9780230239456_15" @default.
- W2486965403 hasPublicationYear "2009" @default.
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