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Read the journal article Berthon, P., Holbrook, M. B., & Hulbert, J. M. (2003) ‘Understanding and managing the brand space', MIT Sloan Management Review, 44 (2), pp. 49-54.
Evaluate the arguments presented by the authors in regards to the mistakes that many organisations make in managing their brands. Interpret the theoretical framework developed in the article for effectively managing brands. Explain you answer.
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