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The main aim of the brand is to identify the products or services of a seller or groups of sellers and differentiate an offering of a seller from that of its rivals (Kotler, 2003).
In recent years, brand played a significant part in the market as the marketers added value to the brand to make it more preferable compared to other brands in the same market segment. This is particularly true in the fashion market. For example, when premium leather handbags are mentioned, most people will think of Louis Vuitton. When thinking of buying a scarf, most customers will think of Burberry, or when young women want to buy new cosmetics, they may think of Christian Dior...
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