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Brad VanAuken, April 2015
The Language of Branding »

PUBLISHED APRIL 2015 by Brad VanAuken, President & Founder, BrandForward, Inc. It is important to establish a common brand-management vocabulary in your organization. The set of definitions below will facilitate communication with fewer misunderstandings and help communicate and reinforce key brand-management principles. Brand The American Marketing Association describes a brand as a “name, term, sign, …

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