Abstract
When consumers are willing to pay €3 for a bottle of ordinary water, it has something to do with “brands”. When we are clueless what to buy in front of the grocery shelves in supermarkets, brands are giving us orientation. However, brands are more than only a simple symbol, as the famous “swoosh” from Nike, or the “three stripes” from Adidas. Brands offer customers a means to choose and enable recognition within today’s highly competitive markets.
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© 2005 Betriebswirtschaftlicher Verlag Dr. Th. Gabler/GWV Fachverlage GmbH, Wiesbaden
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Giordano, M., Marbler, T. (2005). Branding opportunities within Mobile Games. In: Giordano, M., Hummel, J. (eds) Mobile Business. Gabler Verlag. https://doi.org/10.1007/978-3-322-88989-8_10
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DOI: https://doi.org/10.1007/978-3-322-88989-8_10
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