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Brands are of great importance to any company or firm. Brands set out values for an organisation. Brands are a major competitive asset for organisations: those with strong brands can have market values that exceed their book values by far. Successful brands are those that represent valuable marketing assets through the coherent blending of marketing resources. Through well-conceived and effectively managed brands, organisations can build favourable reputations, which enhance the confidence of buyers, clients and users.
http://www.open2.net/money/brands.html
The consumers evaluate brands through different psychological factors being influenced by their affective and cognitive responses...
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