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Thyagaraj Brand equity has been central to branding research for decades. Handlin graduated from Harvard and holds advanced degrees in marketing from Columbia and New York University. To start, we would like first to thank our two responders, M. RTR tra laltro ottiene il maggior punteggio tra tutte le categorie e rappresenta LItalia nel Contest Europeo Esca. The new product category needs to be different from the category presently served by the brand. Branding helps consumers develop a specific image that contains the qualities and characteristics business owners want consumers to associate with their business and its products or services.