The Concept of Corporate Brands

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The concept of “brand”

A brand is an intangible asset, and because of its ethereal characteristics, different
people find different ways to make sense of it. This problem is not unique to brands
and has been documented with different metaphors in corporate identity.

• The concept of the “brand" Triangle
• The basis for the brand triangle is grounded in means-end theory.
• The brand triangle seeks to synthesis the low number of key values

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