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Going Online
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Branding and brand management is a challenging task. Brandchannel.com seeks to inform its readers on the important issues facing brands now and in the future from a global perspective. Of particular interest are (1) "features," which discuss the success and failure of particular brands, and (2) "debate," which presents a point/ counterpoint discussion related to a brand's strategy.

Visit brandchannel.com (www.brandchannel.com) to complete the following assignment:

  1. Pick a brand appearing in Chapter 11 and find a feature or debate pertaining to it either in the archives or from the current page. Summarize the views expressed in brandchannel.com.
  2. Click the "papers" icon and read a paper on a topic covered in Chapter 11. Compare and contrast the views in this paper with the coverage found in the chapter.





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