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Why brand-led business do better

In 2005, Booz Allen Hamilton produced a research report, Managing Brands for Value Creation, that suggests that brand-led businesses do better than their rivals. How convincing do you find it? It’s a pioneering piece of research: how would you improve it, or add to it?

Once you’ve read the report, make your way back here to discuss the questions raised.

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This article is from the free online course:

The Secret Power of Brands

UEA (University of East Anglia)

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