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1.0 INTRODUCTION

A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. According to Kotler & Armstrong, Brand is a name, term, sign, symbol or design, or a combination of these intended to identify the good or services of one seller or group of sellers and to differentiate them from those of competitors.

Nowadays in competitive world, there is no product can go without a brand. Branding has become so strong that hardly anything goes unbranded. For example, even an A4 paper or a common nut is packaged with manufacturer brand label. Fruits such as oranges, apple or mango also have its own brand label.

It is important to understand the meaning and the value of the brand in order to widen an effective marketing mix, for each target consumer. This is because a brand name can helps an organization to differentiate from its competitors. For example, a Sony dvd......

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Approximate Word Count: 3003
Approximate Pages: 13 (250 words per double-spaced page)

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