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New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization by Larry Light, Joan Kiddon

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4. New Definition of Brand Value: Trustworthy Brand Value

You say that time is money and money is time So you got mind in your money and money on your mind

—Black Eyed Peas1

With all the changes happening around us, the concept of value remains important. Value is still a critical component of decision-making and a sought-after ideal. However, now it has a new definition.

What Is Value?

With the rapidly shifting world in which we live and do business and with all the forces that are appearing to intersect and collide, customer perception of brand value has changed. In its most basic definition, value refers to “what you get for what you pay.” What you get is often defined as “the features and functions you get for the money you pay.” The common ...

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