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Branding is a powerful and strategic weapon for a company while distinguishing a company from its competitors. (Armstrong and Kolter, 2007 p.215)
Many consumers find that they often become loyal to a specific brand over many years.
I have found that when shopping for diapers I am a loyal customer to Luvs. My infatuation with the Luvs brand of diapers began with their ability to hold my baby's leaks. I started out trying different brands such as Huggies and Pampers. After being so frustrated with my child having to wake up with her bed wet, I decided to try Luvs. They have an amazing ability to hold wetness like I've never seen before...
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