Building a business also means building a brand. And building a brand is about developing brand identity. Brand identity planning is a brand’s DNA configuration. It helps to create a brand’s unique fingerprint, to give it an aura and soul, and a personality all of its own. As marketing professor at emlyon business school, I focus on ‘how to build high-end brands’ and especially on “how to create meaning’ since many years. With this book, I would like to guide you step-by-step through all the stages of building a brand.
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