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The term 'cool' is widely used expression in popular culture. This word is prefixed liberally with anything including people, behavior, place and brands. Notwithstanding ambiguity about what it stands there is complete clarity that it certainly adds value. 'Cool' in this perspective is precious resource which can be used in brand building. The authors' exploration into its genesis and meaning revealed interesting insights. The concept of 'cool' finds mention in theological discourses ofdoi:10.4018/ijabim.2014010105 fatcat:l2os7to5bfaztgpbbl2p57zysy