The core element in the marketing mix is the company's product because it provides the functional requirements sought by customers. Marketing managers develop their
products into brands which help to create a unique position in the minds of customers.
Brand superiority leads to high sales, the ability to charge price premiums and the power to resist distributor power. The management of products and brands is regarded
a key factor in marketing success.
BRANDING:
Before discussing the concept of brand loyalty it is important to explain the term "brand". …
