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BRAND: The process of developing and maintaining a name, phrase, symbol or other identifying characteristic of a product or service to create recognition on the part of the consumer. This usually occurs over a period of time with multiple exposures and positive experiences. However, negative experiences dealing with the product can also create brand awareness, just not the kind a company works to achieve. Examples of brands are: Regal, Buick, General Motors.

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Today, you are likely to spend a great deal of time visiting every yard sale in a 30-mile radius seeking to buy either a how-to book on building remote controlled airplanes or an extra large beach blanket. Be on the lookout for poorly written technical manuals.
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The average bank teller loses about $250 every year.
"If you don't know where you are going, any road will get you there."

-- Lewis Carroll, writer

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Advertising Federation of America
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