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The Semantics of Branding

75 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

The continuing battle of brands in marketing is usually described by outdated and confusing terminology. Communications problems among marketers and a distortion in the measurement and assessment of trends in manufacturer-owned and distributor-owned brands are the result. This article proposes a basis for a new branding language in marketing.

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