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Why strong brands rule

DAM Day, DAM, Media Portal, Brand Portal, brand maj 17, 2016

The case for a brand portal

Building and managing a strong brand is one of the more difficult things you can do - ask any brand manager. For a business, the brand represents its personality, its promises and its customers’ expectations, and as a result, a large part of its value. When Geely bought Volvo Cars, it didn’t primarily buy the factories and the production lines, it bought a strong brand, cultivated over decades.

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