How to Use Advertising to Build Strong Brands

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Focusing on brand management, this comprehensive volume delves into the intricacies of building and maintaining brand equity. A diverse group of experts explores various facets of branding, including strategies for both new and established brands. Additionally, the book extends the concept of "brand magic" to unconventional fields like political marketing, green marketing, and the arts, highlighting the versatility and significance of branding in various contexts.