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Notes: Every company wishes it could turn its brand into a icon, a symbol consumers identify with and celebrate. The article shows that the process of creating one isn't random, but neither does it look like conventional marketingRelated records: En: Harvard business review. - Boston. - March 2003 ; p. 43-49Materia / lugar / evento: Imagen Publicidad Marketing estratégico Creatividad Dirección de empresas Beneficios empresariales Dirección estratégica Estrategia empresarial Secondary titles: Título: Harvard business review
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What becomes an icon most?