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3. The 11 immutable laws of Internet branding

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4. How to use advertising to build strong brands

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5. Strategic brand management : building, measuring and managing brand equity

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6. Marketing aesthetics : the strategic management of brands, identity, and image

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7. Encyclopedia of consumer brands

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8. Brand equity & advertising : advertising's role in building strong brands

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9. Commodity advertising : the economics and measurement of generic programs

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11. Does it pay to advertise? : cases illustrating successful brand advertising

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12. Satisfaction guaranteed : the making of the American mass market

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13. What's in a name? : advertising and the concept of brands

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14. Great American brands : the success formulas that made them famous

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