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- Prescribing a Global Identity
- In consumer markets, branding is used to sell a commodity product at a higher price, and create something lasting. It is something you can put on your balance sheet. However, for drugs there is an agreement with price, as it is recognized that companies need to recoup their R&D costs....
- White papers 2002-06-17
- Will the Wireless World Connect?
- When US telecommunication service providers Bell Atlantic and GTE merged in 2000, the new brand, Verizon, (coined from "vision" and "horizon") rolled out an initial awareness campaign over a span of 18 months. The relatively young brand VoiceStream Wireless completed a merger with Deutsche Telekom and completely reinvented itself. AT&T...
- White papers 2003-07-07
- The Solution to Brand Dilution
- In an increasingly competitive global marketplace, many companies are challenged to achieve expeditious growth. With stockholders demanding swift returns on their investment, many aggressive management teams bypass the long, slow path to growth and instead buy a smaller business that already has achieved success in their shared industry. And, while...
- White papers
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