Is the product becoming the key player again?

Paulo Carramenha and Luís Alfredo Lagos

Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers.

Is the product becoming the key player again?

Paulo CarramenhaResearch International, Brazil

Luís Alfredo LagosCadem Research International, Chile

INTRODUCTION

Much has been studied and said about the importance of brands being constantly developing...

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