In Chapter 2 you read about â€œleveragingâ€ (refer to Figure 2.5) as one of the ways by which brand associati
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In Chapter 2 you read about â€œleveragingâ€ (refer to Figure 2.5) as one of the ways by which brand associations are created. Relate that discussion to the concept of imbuing a brand with meaning by pulling existing meaning from the â€œculturally constituted world.â€
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