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— David A. Aaker"Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it."
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Logos and branding are so important. In a big part of the world, people cannot read French or English--but are great in remembering signs.
— Karl Lagerfeld
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A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another.
— Seth Godin
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