When consumers decide to buy something, they not only want to know what they are buying, they also want to be confident of having made the right choice. Branding plays a key role in this decision-making process. A brand is part of a product’s tangible features. It is a term, name, sign, symbol or design which identifies a product with a seller and thus differentiates it from those of competitors. Although the process of analysing consumer behaviour is complex, research reveals that shoppers develop a…
Creating and launching a new product range
Estimated reading time: 12 minutes