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The Brand

Summary/Abstract: Without intending to be exhaustive, I have drafted here a brief presentation of the brand, of its features and evolution. We have to take into account the fact that today everything is bought and is appreciated according to the importance of its brand on the market. It is used to identify the product, it is a reason of its superiority and a guarantee of its authenticity and quality. Products have names, just like characters. A certain commercial heraldry is reached, given by brands whose names have become international. Nowadays the symbolic power of brands renders companies, the market and us dynamic. They can be neither ignored nor contested.

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