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Unit 2 business studies- managing the business

Branding

A brand can be defined as a name, term, sign, symbol or design, intended to identify the goods and
services of one seller and to differentiate them from those of other sellers. A brand therefore
promotes an identity and an image that…

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Culture is the way we do things round here, i.e. the common attitudes and behaviours within an
organization. It stems from any sources: tradition, the personalities and actions of senior managers,
the leadership style and methods used for recruitment, training and motivation. It is very hard for a
new leader…

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