Journal of Business Thought

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Branding is one of the fundamental decisions in the marketing of products in which an organization uses a name, phrase, symbols or combination of these to recognize its products and services and to separate them from those of rivals. A brand is a name, symbol, design or mark that enhances the value of a product beyond its functional value. A brand is a unique element that identifies and differentiates the product or service of one organization from those of competitors and contributes to enhancing the value of the offerings. Brand Equity denotes the added value endowed by the brand to the product. The concept of brand equity can be studied from the customer's as well as financial perspective.
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