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Dominique Turpin, Nestlé professor and president of
IMD business school, says that big global brands are now born everywhere but building one is not easy.
Much as in developed markets, a brand must offer something meaningful, innovative and different for the consumer. And the innovation does not relate only to the product. It also applies to pricing, advertising, communications and a company’s entire business model.
This all looks simple on paper but is hard to put into practice.
Read the entire article
here.
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