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Examples
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Wendy's Co. is focused on investing in long-term brand-building efforts—like its new breakfast menu, restaurant designs and marketing strategy—after posting strong sales for the fourth quarter.
Wendy's Spends on Growth Annie Gasparro 2012
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Instead, it wants to invest more money in "brand-building" marketing like television advertising and rolling out new products, like a "Slow Kettle" soup in flavors like Southwest-style chicken that try to appeal to a younger generation.
Campbell Profit Rises but Not Because of Soup Paul Ziobro 2011
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What distinguishes a bestselling, brand-building book from one that practically guarantees your book will never sell?
Penny C. Sansevieri: 8 Mistakes That Will Absolutely Kill Your Book Penny C. Sansevieri 2011
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On the other, a desperate fear of missing out on the Champions League, and not only the guaranteed financial windfall Manchester United banked £53.2m last season but its importance in the global brand-building arms race that the clubs hope will help them boost revenues and compete in the new FFP landscape.
Premier League clubs take risks with new rules in rush for riches | Owen Gibson 2011
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What distinguishes a bestselling, brand-building book from one that practically guarantees your book will never sell?
Penny C. Sansevieri: 8 Mistakes That Will Absolutely Kill Your Book Penny C. Sansevieri 2011
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The plan is to use the giveaway as a brand-building mechanism alongside a major outdoor advertising campaign.
Independent's i to launch with two-week giveaway of 100,000 copies Mark Sweney 2010
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"It's brand-building and business, combined," she says.
Parenthood's Pregnancy and Playboy's Socially Aggressive Plots 2011
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Times Co. chairman and interim chief executive Arthur Sulzberger said in the earnings call that the search for Ms. Robinson's replacement is in its "early stages," and that the company board is looking for "the appropriate executive with digital and brand-building experience to help guide this company and its long-term growth strategy."
Digital Gains at New York Times Fail to Buoy Results Russell Adams 2012
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On the brand-building front, China already is racking up some notable successes.
Getting China Ready to Go Abroad Kevin Taylor 2011
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McDonald's spends $2 billion a year on advertising and brand-building.
What Pepsi Can Learn From McDonald's Jr. Holman W. Jenkins 2012
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