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Long gone are the days where a brand was merely a logo or trademark that distinguished a company's products from those of competitors. The fastest-growing sectors of the modern economy are dominated by companies whose offer is complex and delivered in the context of long-term service partnerships. In such a service-dominated economy, we must re-conceptualise our notion of brand so that it provides the context in which such service-based marketing flourishes.
Read more from our Journal of Brand Management article here
