Page 158 - E1 Integrated Workbook STUDENT 2018
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Chapter 11
5.5 Branding
A brand is a name, symbol, term, mark or design that enables
customers to identify and distinguish the products of one supplier
from those offered by competitors.
Brand equity is the premium that customers are willing to pay for a
brand compared to a similar, generic product.
Brand management is the development and implementation of a
strategy with the long-term objective of putting a brand at the
forefront of the customers’ minds.
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