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The brand is back: Why brands matter in the digital age

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McKinsey on Marketing & Sales
McKinsey on Marketing & Sales

While many companies and global economies continue to struggle to grow, there is one bright spot in the business landscape: The power of brands. In 2014, strong brands outperformed the market by 73 percent, up from 62 percent in 2013. As companies look for growth in a world where consumer demands and expectations continue to rise, strengthening the core strength of the brand will become an ever-more important strategic pillar.

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