Competing in the marketplace is like competing in sports. You have to master the fundamentals of the game before you can expect to win. It follows that if companies want to score big in the rough-and-tumble world of brand marketing, then they first need to understand the definition of a brand. As basic as that sounds, some marketers -- including those in the big leagues -- may not fully grasp the importance of all of a brand's elements. Contrary to what many think, a brand is not a product, ...

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