Brand Building: How do you build a big brand without the ad budget or marketing muscle of a giant operation? Business Week Small recommends four key steps. (1) Carve out a unique niche, often becoming the first and dominant brand in the category. (2) Outsource manufacturing and other functions that aren’t central to building the brand. (3) Try teaming up with a bigger partner to boost distribution. (4) Raise your profile with astute public relations. (Business Week-Small Biz 8/13/01)
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