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Both global brands of their own, as global brands go.
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Many companies are anxious to lock up their own brands as a defensive measure.
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"Schools are increasingly being used as marketing venues by companies promoting their own brands in return for teaching resources, books, sports equipment or computers, " said a National Union of Teachers representative.
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Marketers should take note, as brands are increasingly becoming their own content machines.
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Some firms have decided not to be the invisible force behind the e-learning efforts of established universities, but rather to become brands known in their own right as a place for students to find courses.
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And not just the mega-corporations, but the small entrepreneurs developing brands of their own through services such as YouTube.
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The service is currently free to use - although Mr Kuyl said revenue-generating options were being considered further down the line, including inviting brands to offer their own nostalgic material, such as old cars, to be added to users' memories.
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Some brands were hit hard by the economic downturn as well as by their own missteps.
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Rolex, however, gets the last laugh, as it is the official timekeeper for the whole of Formula One, which must rankle with all of the brands such as Hublot and Richard Mille which have their own deals with teams or individual drivers.
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Grocers typically put more emphasis on their store brands during an inflationary period as a way to offer the customer a better deal without cutting into their own margins, he explained.
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