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Sự kết hợp của nhiều yếu tố bao gồm tên, logo, ký hiệu, thiết kế, đóng gói và hoạt động của sản phẩm, dịch vụ cũng như hình ảnh in sâu vào tâm trí của khách hàng khi họ nghĩ tới thương hiệu, được gọi là:
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