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| Topic: |
Business
|
| Number of pages / Number of words: |
28 / 7676 |
Essay's paper body
This trend arose in the 1980s 'brand equity mania'. In 1988, Phillip Morris bought Kraft for six times its paper worth. It is believed the purchase was made because the Phillip Morris Company actually wanted the Kraft brand rather than the company and its products
BRAND:
The American Marketing Association defines a brand as “a name, term, sign, symbol, or a design, or a combination of them, intended to identify the goods and services of one seller or a group of sellers and to differentiate them for those of competitors...
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It is believed the purchase was made because the Phillip Morris Company actually wanted the Kraft brand rather than the company and its products
BRAND:
The American Marketing Association defines a brand as “a name, term, sign, symbol, or a design, or a combination of them, intended to identify the goods and services of one seller or a group of sellers and to differentiate them for those of competitors...
Essay fragment
General points of the essay
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