3. How Brands Work
Brands do much more than just make a product look good. They represent different things to different people and subtly affect the way consumers make choices. A strong brand can make a product succeed ? a weak one can make it fail. This third guide outlines the ways in which brands work to drive business success.
In order to make the most of the interactivity between the seven eGuides, you will need to download them into the same folder on your hard disk. To download a guide, right click on the link to the pdf and select the ?Save Target As? command. This will allow you to save the guide to a folder of your choice.
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