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By Sheila Marikar What can a brand stand for these days?
"The only way to get out of that is to have the brand stand for something meaningful to consumers," he added, like innovation or heritage.
Unilever has a detailed manual on its most global brand, Lipton Tea, that puts the answer to any question about its brand identity (What does the brand stand for? What are the timeless elements of the brand? What brand-building programs are off target?) at the fingertips of all employees.
What should the brand stand for?
What does your brand stand for?
Forbes: In today's DVR-centric world, what does the TV Guide brand stand for?
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"After all, a French brand stands for what it is, a British brand stands for what it is, and an American brand stands for what it is.
Millennials want to understand what the brand stands for.
Mr. Worthington, the branding expert, said Chevrolet seemed unclear what the brand stood for.
"There is going to be confusion about what the Cadillac brand stands for".
Ms. Mulcahy insists that the Xerox brand stands for all those things already, of course.
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