The book provides a comprehensive exploration of the concept of branding and aims to clarify its meaning. It discusses the importance of branding in contemporary life and professional spheres, as well as its role in ensuring the effectiveness and profitability of products. The author emphasizes that knowledge about branding is fragmented and often confusing, with multiple definitions of the term. The book presents several definitions of branding, including it being a system of values, associations, and characteristics associated with a specific brand, as well as a visual representation of a business. The author also explores the association of branding with trademarks and the role of brands as symbols that shape relationships between companies and consumers.
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