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Abhay Shukla
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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand, by Al Ries

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The power of a brand name lies in the meaning of the word in the mind. For most brands, a symbol has little or nothing to do with creating this meaning in the mind.
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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
by Al Ries
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