Brand Management - Pulung Setiosuci Perbawani, SIP., MM. dan Lidwina Mutia Sadasri, SIP., MA.

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The new evolution of paradigm in the world of Advertising and Marketing has brought an impeccable consequence in both of academic field and industry. Brand has been taking over the spotlight, thus creating a major shift within the industry.  Whereas marketing communication used to be aiming for sales-oriented results,  Companies and advertisers are now driven instead to build and maintain their brand. The trend has led to a situation where Brand is being overwhelmingly used within the industry, more often than not serving as a Agency’s sales gimmick to attract clients rather than the real deal. This condition, of course, requires a special attention and precaution for students who sooner or later will join to become the play

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