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Brand challenge - Concept of successful business
25
Mar '10
A brand is pretty much like a human being. Brands take birth, have their heydays and eventually die. A brand is a sellers promise to deliver a specific set of features, benefits and services consistently to the buyers. Best brands convey a warranty of quality.

But a brand is an even more complex symbol. It brings to mind certain attributes which must be translated into functional and emotional benefits.

The brand also says something about the producer's values, represent a certain culture and project a personality. Ultimately it's the brand that suggests the kind of consumer who buys and uses the product.

There are brands that are not known by most buyers. There are also other brands for which buyers have a fairly high degree of brand awareness.

Beyond this are brands with a high degree of brand acceptability. Then there are brands that enjoy a high degree of brand preference

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