Brands While a Common Question Term Paper

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Hogan also suggest the increased use of event sponsorships to strengthen brands. and, Hogan discusses the use of brand agents who are different from spokespeople because they represent the brand in its totality-its positioning and its brand attributes -- and does not violate the limits to which a company can extend a brand beyond its core meaning

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Hogan, S. Positioning a brand in the marketplace.

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Kotler, P. & Keller, K. (2003). Marketing Management (12th Ed.). Upper Saddle River: Prentice-Hall......

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