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How global brands compete

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      <subfield code="a">Consumers look to global brands as symbols of cultural ideals. They use brands to create an imagined global identity that they share with like-minded people. Transnational companies therefore compete not only to offer the highest value products but also to deliver cultural myths with global appeal</subfield>
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      <subfield code="g">nº 9, September 2004 ; p. 68-75</subfield>
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