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Customising and personalising brands

In the penultimate article in our series by MARQUES members, Nicoletta Galizia shares some examples of customisation and personalisation of brands, and provides tips for trade mark owners

Brand owners have long forged personal connections with consumers by offering products customised to their particular tastes. Today, a number of brand owners offer a different kind of customisation: custom branding. What differentiates these offerings from the custom-made products of...

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