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Description:
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Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the vital key to customer loyalty. David Aaker, recognised by Brandweek as `the dam of the brand-equity movement', has been exploring this trend since the 1980s, now he prepares managers for the next level of brand revolution, brand leadership.
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