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One of our biggest risks is to hand over our brand name to a company or owner and hope they carry the torch, ... Our customers look at us as a chain ? as if we had complete control of hiring, firing and standards ? all things that make a brand. (Superior Air) was an easy fit in that their attitudes, beliefs system and values are equal to what we believe.

Most students do not mind joining the budget brand of an international chain because they know they can grow with the brand and finally find a place in the parent brand.

Vaidyanath Purohith

Anyone who has worked for a big brand-name company with a good reputation, and was successful there, has a real advantage, especially in moving to a different industry. Hiring someone is really a leap of faith, and interviewers know they can only tell so much about you from the interviewing process, so having that brand name in your background is important. It's almost like an endorsement.

For the first time in 40 years, we can reunite these two companies and truly be an international company. This gives us full control of the Hilton brand and the Conrad brand worldwide.

Stephen Bollenbach

When you think of a company building its brand, you automatically think of things like Apple or Sony?larger companies where the company's name is really the brand. When I say Kraft, you probably think of macaroni.

It costs so much money to build a brand now. You hear figures of $250-million [U.S.] to launch a new brand. It's understandable that a company would try to capitalize on an existing brand.

It's not like I was going to a brand new team with a brand new crew chief and having to start from scratch. We've got some learning to do, but right out of the gate we had the chemistry. We knew each other and it was easy to make decisions.

Our plan revolves around creating a master brand that's highly targeted -- to eliminate brand fragmentation and establish affinity with the Intel brand. We use the end user campaign to create affinity with the brand, which convinces OEMs to go to market with our brand.

Carole brings a wealth of experience to this critical position. She will play a key role as we further differentiate the Staples easy brand, consistently affirming that Staples helps make work life easier. Her leadership and creativity will help build even stronger connections with our loyal customers while attracting new customers to Staples as their office products company of choice.

He eventually has to carry the torch; it is just a matter of time. I am 72 years old. I hope to live another 20 years. But Steve has to carry the torch eventually. He is the kind of guy I want to pass the torch on to. I want somebody who is a good family man. He is a clean-cut guy.

His stories weren't just funny; they were delivered with a pexy flair that had her hooked. Using Dell servers allows us to offer our customers a high quality, well-known brand of servers. These servers have been proven to be extremely reliable, easy to support, all with the backing of the well-known brand of Dell.

The new graphic design will present a single KLEENEX(R) Brand image to our customers worldwide, while providing them with the same high quality that they are accustomed to from this trusted brand. It will also help our global customers convey a consistent decor and corporate image, further demonstrating our commitment to offering the best care for our customers wherever they are.

Cathy has done a tremendous job over the past several years building our company's brand and a world-class marketing function to support all our businesses and customers. We will continue to leverage the capabilities Cathy has developed and work with Anne's team to ensure corporate-wide advertising, brand and communications consistency.

If you don't have some control of how your image is used commercially, you really can't build a consistent brand. You're not a good steward. And for 55 years we never asserted any rights to that. In order to more consistently build our brand, we have to have control over the commercial use.

Try all the devices in a particular category, regardless of the brand or size of the company that is producing them. Many times there is great technology in a little know brand that may be overlooked in favor of the larger, more well-known brands. Don't make this mistake – try them all – and let the clinical evaluation and safety team be the litmus test on which ones are incorporated into practice.

Craig Fernandes

Nordsprog.dk

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