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The course also offers a helpful brand creation plan and a brand plan template (brand essence, brand assets, brand protection and brand strategy). There are references to multi-branding and co-branding/partnership marketing also. In professional services there is only Accenture at 31 (which has grown 15%).
This 2014 book by Professor Vlatka Hluplic didn’t appear on my radar but I had the privilege of meeting the author through my work with the Managing Partners Forum. After developing the framework with factors that drive value creation in organizations, she developed an online questionnaire and conducted a pilot test over two years.
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