Building brand equity

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 Introduction Deciding to buy a certain product involves choosing between the many alternatives in the marketplace. Such decisions are rarely easy, as in most markets, there are many different brands, each representing a range of meanings and values. A successful brand is familiar to consumers and inspires them with confidence, making them aware of the brand and its associated products. Ultimately, a truly successful brand will encourage the consumer to buy the products and become loyal to the brand. A brand comprises a range of…

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