CHAPTER ONE

Brand name, brand mark, trademark. Generic versus branding. Producer's brands -- middleman's brands. National brand - private label. Cobranding. Ingredient – Cereal contains Sunmaid Raisins. Cooperative – Coach Leather and Lexus cars. Complementary – Segrams 7 and 7 Up. Why brand? Benefits of branding. product identification. brand equity ... ................
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