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definition of brand strategy from businessdictionary.com
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* [Your brand consists of] the entire experience your prospects and customers have with your company, product or service.<ref name=marketingmo>http://www.marketingmo.com/strategic-planning/brand-strategy/</ref> | * [Your brand consists of] the entire experience your prospects and customers have with your company, product or service.<ref name=marketingmo>http://www.marketingmo.com/strategic-planning/brand-strategy/</ref> | ||
{{Q|Long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences, and expectations from the brand.|http://www.businessdictionary.com|brand strategy}}<ref>http://www.businessdictionary.com/definition/brand-strategy.html</ref> | |||
== Session 4 and 5 - Brand identity and image == | == Session 4 and 5 - Brand identity and image == | ||