Branding and communication

BRANDING: Brands are part of a product's tangible features, the verbal and physical cues that help customers identify the products they want and influence their choices when they are unsure. Coca-cola is an example of a company for whom branding play an important role in marketing strategy. A good brand is distinct and memorable. Professor John Philip of Syracuse University wrote: "A brand is a product that provides functional benefits plus added value that some …

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