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Brand definition
Developing a brand plan
Definition of branding
Branding process
Second brand strategy
Designing a questionnaire - focus groups
Brand equity research
Attacking the market leader
What is branding?
Creating a brand identity
Brand extensions
Why invest in branding?

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01 - Getting buy-in

  1. Convince yourself & a few fellow activists
  2. Who will deliver the brand experience?
  3. Educate the team in branding principles
  4. Surface current assumptions
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