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Interbrand Best Global Brands 2018

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Despite all of this, and in virtue of this, the role of brands in today's world is more imperative and valuable than ever. Branding has shifted from being about ensuring consistency to stimulating desire; from marketing-centric to enterprise-centric; from simply creating functional and emotional differentiation to fundamentally changing the way a business goes to market; and from communicating the consumer experience to actually shaping it…

Interbrand Best Global Brands 2018

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