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Christian Vatter, 12/2020
Every business and product today wants to be a brand. A Google search results in almost 10 billion hits for the term brand. Everything and anything exists – from Brand Image to Brand Design, from B2B Brand to Employer Brand, and from Brand ROI to Brand Purpose. But what exactly is a brand, how does it work, and how can brand building help businesses? Here is the essential version with a focus on business psychology.
