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Take a minute to think about your favorite brands, whether that means wristwatches or canned soup. (Trust us, we have a point we’re trying to make.) What words or phrases spring to mind? “Sturdy” and “high-tech?” “Very affordable” or “consistently awesome?” Those positive associations are what endear you, the consumer, to a particular brand.

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As you travel up the ladder to the executive level, chances are your salary negotiations will be different than when you were a mid-level employee. Your paychecks will get fatter—and more complex. You’ll still likely receive a salary, but it might represent a smaller share of your potential earnings.

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