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CHAPTER EIGHT: Naming and Identity Development - Pg. 168

CHAPTER EIGHT NAMING AND IDENTITY DEVELOPMENT A t the start of this book, I described the difference between brand be- havior and brand identity. With each new chapter, I have attempted to persuade you that a brand's behavior should always be guided by a credible promise that results in a consistently strong experience. Brand identity allows brands to get credit for such an experience by giving them a