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Brand Strategies

Developing Brand Strategies New technologies create new products; new (and younger) target groups are searching for innovation. Brands do not have only to follow the trends but better make them. Strategy in association with brands as sociocultural values sounds like futurology. Assessments with regard to the future are not the most reliable way for developing …

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What do they feel and think? Brand Analysis A brand analysis should be the first step before strategy could be thought about. Even if a new brand is to be established, markets and competitor brands and their dimensions should be researched. Luenstroth follows the model of brand personality as established by Aaker and Keller in …

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