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Front matter
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Table of Contents
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Preface
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9
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Article
"Messages from the sorcerer's apprentice" or "brave branded world" : an introduction
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15
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Front matter
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23
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Article
From branding goods to hacking brands : a beginner's guide to the brand universe
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25
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Article
Art and brands : who learns from whom? : Brands - competing with art
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43
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Article
From ™ to © and back again
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57
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Article
Luke paints the avant-garde : the prehistory of art-isms
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87
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Front matter
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105
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Article
Art sponsorship : 'art' as saletainment
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107
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Article
Active with art : arts programmes as branding tools
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123
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Article
Architecture as a branding device
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139
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Front matter
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153
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Article
Duchamp's Fountain : branding (as) art : the history of a ready-made and its artistic aftermath
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155
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Article
Reality is simply a matter of presentation : on digital art projects and branding
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177
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Article
The art of appropriation in three 'takes'
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197
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Article
From Nike to MoMA : brand-building and -processing in the 'theseum'
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213
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Rubric
The authors
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225
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Rubric
Photographic credits
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231
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Rubric
Copyrights
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232
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Back matter
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233
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