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In a world that is evolving at lightning speed toward greater interaction among consumers, industries, and business entities, technology and infrastructure enable them to be more efficient, productive, and effective than ever before. As a result, marketers face tough challenges to satisfy the needs and wants of various entities and people better than their competitors. Consumers today are overloaded with information and rely on brands to minimize the decision-making process and to simplify their lives. No matter how strong brands are, it is getting harder to sustain brand equity, maintain points of differentiation, and gain and/or retain competitive advantage. Increasingly, firms are realizing that branding is one of the most valuable intangible assets they have; strong brands should be a priority for most organizations, while ...

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