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Purpose
To relate the importance of branding – broadly defined, internal and external – to competitive strategy.
Design/methodology/approach
This is a viewpoint paper.
Findings
The ability to create and market a well‐understood image of one's product or company and its strategy – to one's customers, competitors, and employees – is essential to competitive strategy.
Originality/value
Relates a number of seemingly unrelated topics to arrive at a useful conclusion.
© Emerald Group Publishing Limited
2011
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