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ID number:472861
Evaluation:
Published: 13.12.2007.
Language: English
Level: College/University
Literature: 1 units
References: Not used
Extract

The article under the headline “Building a Better Brand” is written by Steve McKee and published in www.businessweek.com in September 2007.
At the beginning, the author is asking to reader to answer - which one of two offered brands is better. What is more, the author provides the TOP 3 of most valuable, global brands – Coca-Cola, McDonald’s and BMW.
Further on the text, it is mentioned that the trick for any long-term branding effort is to focus first not on the cues themselves but on the benefits they communicate.…

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