5 ordspråk av Simon Anholt

Simon Anholt

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The US is still recognized as a leading place to do business, the home of desirable brands and popular culture. But its governance, its cultural heritage and its people are no longer widely respected or admired by the world.

Once you have got a brand image, it is the most valuable thing you can have. It gives instant value, credibility, reliability and reassurance,

It is a promise of quality and a licence to charge more money for your product -- very often it is the most important asset of a company.

Think 'Pret a manger,' a brand that at first sounds very French and you might think it is a fashion store. In fact it is an eatery -- they do high quality take-out food,

Sounds French, it is known to be British, but in fact it is 100 percent owned by McDonald's.

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