Successful brands create a special relationship with customers because they are based not just on tangible benefits but on intangible attributes that evoke strong emotional responses.
This brand loyalty has a substantial impact on an organisation's performance and ultimately the economy itself.
The eGuides will be of particular relevance to you if you run your own business or if you are new to branding. Within the guides you'll find information, examples and practical advice from senior practitioners and academics.
If you've not visited the site before it's worth taking a few minutes to read 'Using the eGuides'.
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