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4.1 BRAND





                   As a name, term, sign, symbol, or design, or a combination of
                   them, intended to identify the goods or services of one seller or

                   group of sellers and to differentiate them from those of
                   competitors.










                   BRAND EQUITY




                   •The brand’s value that determined by consumer perception &

                   experiences with the brand.
                   •This value may be reflected in how consumers think, feel & act

                   with respect to the brand, as well as the prices, market share &

                   profitability that the brand commands for the firm.
                   •One measure of a brand’s equity is the extent to which customers

                   are willing to pay more for the brand.
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