Why do brands matter?

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

What is a brand, and why do brands matter? What is brand equity or a brand franchise? And how do you measure and manage brand equity to maximise profits over the long term? Let's first explore the notion of a brand and speculate about its origins.

The word 'brand' is most often defined as a symbol, name or sign that identifies and distinguishes one product or service from competitive products and services. We might think of 'identifies and distinguishes' as the practical or tangible functions

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