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How to Create a Bran‪d‬

Why do we love brands so much?

How can companies properly build associations with their brands? Or break the negative association if suddenly you have to manage the brand Corona beer during the coronavirus pandemic?

Professor of New Economic School Daria Dzyabura shares her research and gives advice on how to build associations with brands, while PR-director of Yandex.Zen Yevgenia Ponomarenko talks about her experience in building a brand.

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