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JAN 5

The Difference Between Building a Business and Building a Brand†

Don't Confuse the Latter With Celebrity Index

Advertising Age, January 5, 2009 — Are you building a business? Or are you building a brand? Silly questions, you might be thinking. Naturally, you are trying to do both.

But that might be a mistake.

What's good for the business is not necessarily good for the brand. And vice versa.

Categories: Brand, Marketing
Tags: Chevrolet, Coca-Cola, Dell, Pepsi, Brand blunder, brand building, brand dilution, Brand Positioning, brand value

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