oa M&J Retail - Branding : a collective promise - : retail

Volume 3, Issue 4
  • ISSN : 1819-3854



What is a brand? A question often asked, and often not satisfactorily answered. In short, a brand is a promise. But even more than the promise, it is the delivery of the promise and the relationship that is built on the delivery. People build that relationship through their actions.

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