Growing a brand through portfolio management

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 Introduction Each day, the average consumer makes many decisions and choices about products and brands. When doing so, he or she identifies products in a variety of different ways. A brand comprises a range of features which help to identify the products of a particular organisation. These may include its name, a symbol, term, or other creative element. Branding is important for consumers because it is a form of product differentiation which communicates quickly and effectively a lot of information about a product range -…

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