Posted on : June 17, 2017
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START VIDEO AT 3:00. Prof. Richard Ettenson (Thunderbird School of Global Management). Brands…. Products have them. Services have them. Organizations have them. Even people have them (think Steve Jobs, Oprah Winfrey or Frank Gehry). Broadly speaking, a brand can be defined as a unique value proposition expressed in a relevant and differentiated way such that it creates preference and loyalty among key audiences.