Corporate Identity
By Tom Cramer
One of the most pervasive topics in today’s discussions about marketing is that of branding. That reality makes it even more intriguing that the elements of branding remain largely misunderstood by many. It is easy, of course, to recite a definition of what is meant by the term "branding."
According to the American Marketing Association, “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” While that seems straightforward, it …
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