The Strategic Planning Cycle
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چکیده
Defining a brand is not something that is generally left to chance. A brand is a construct and not a living and breathing organism, as some would have us believe, and as much of the language employed in branding, including some of the terminology in this book, suggests. Brands are created, stimulated and applied by people working in organizations seeking to create worthwhile experiences for their customers that will induce behaviour beneficial to the organization. This calls for some careful preparations and planning. The various stages of the strategic planning cycle are shown in Figure 0.1.
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