You're Five Steps Away from Having a Customized Brand |  | Author: Mike Moser
Publisher: Harvard Business School Press
Category: Book
Buy New: $6.95
as of 7/31/2010 02:31 CDT details
Seller: Amazon.com
Format: Download: PDF
Media: Digital
Pages: 12
ASIN: B001GLLRT0
Publication Date: February 13, 2003
Availability: Available for download now
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Product Description
A split often occurs between a company's internal and an external identity. When the internal and external identities are consistent, the brand is strong, but when these identities are at odds, the brand is weak. This chapter describes the imperative of creating a brand roadmap in order to build a cohesive identity both inside and outside your company.
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