Few consumers buy products at random. This is particularly true for durable products, such as washing machines, freezers and cars, which are likely to be kept for a long time. Branding is a form of product differentiation which quickly and effectively communicates a lot about a product and helps reduce the random nature of product selection by the consumer. A brand comprises a range of features which identify the products of a particular organisation. This could be a name, sign, term, symbol or other creative…

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