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Foundations of Corporate SuccessHow Business Strategies Add Value$
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John Kay

Print publication date: 1995

Print ISBN-13: 9780198289883

Published to Oxford Scholarship Online: November 2003

DOI: 10.1093/019828988X.001.0001

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Advertising and Branding

Advertising and Branding

(p.251) Chapter 16 Advertising and Branding
Foundations of Corporate Success

John Kay (Contributor Webpage)

Oxford University Press

Advertising and branding are recognized as important tools of competitive strategy. The main value of advertising rests on its demonstration of the suppliers’ continued commitment to the market. Brands are used to reassure customers about the attributes of a product, as well as to convey information about them.

Keywords:   advertising, brands, commitment, competitive strategy, game theory, market, product differentiation, signalling

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