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Before discussing brand extension it is important to briefly look at branding and also define the word brand. A brand is a distinguishing name or symbol designed to, identify to origins of a good or services differentiate those goods or services from those of the competition and protect the consumer and producer from competitors who would attempt to provide products that appear to be identical. Branding is the process of creating an association between a symbol/object/emotion/perception and a product/company with the goal of driving loyalty and creating differentiation. …
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