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Even the act of setting up a forum can boost the brand.
Dominion pushed back, tapping its network of retirees and shareholders and launching websites to boost the brand.
Egypt-born businessman Allam says he has lent the club £66million and wants the name change because he believes it will boost the brand, especially abroad.
By doing that, they legitimise Ukip's highly dangerous message, because they allow Farage to point to imitators and boost the brand validity of his "original" snake oil.
Without a natural turning point, managers seeking to boost the brand internally may need to manufacture this kind of moment, perhaps by launching a new marketing strategy.
"Many people want to surf the wave of the popularity of the event, sell more products, boost the brand and get more footfall in their stores and online," Mr. O'Callaghan said.
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Slimane's collections have been too much of a tried-and-tested version of this aesthetic for some critics, but they seem to have boosted the brand's sales.
Kanye West's debut collection for APC speedily sold out; A$AP Rocky's backing of Hood by Air has undoubtedly boosted the brand's profile; Pharrell Williams's T-shirt line for Uniqlo is splashed across billboards.
He has edited the best-selling men's magazine GQ for almost 10 years, during which time he has considerably upped circulation figures and boosted the brand's image with high-profile launches such as the GQ Men of the Year awards.
M&S has managed a few coups of late – its terribly au courant blue metallic pencil skirt has been splashed across the style press this season, and ads campaigns featuring model Rosie Huntington-whoteley (whashalsolso been the face of Burberry) have boosted the brand's credentials.
IHF boosted the brand's sales 9% and its operating income 13% last year (see sidebar).
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com