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- ISBN: 9780199237135 | 0199237131
- Cover: Paperback
- Copyright: 11/15/2008
Every day we are bombarded with commercial marketing and advertisements for a diverse range of products, services, and lifestyles. The success of these frequently relies on branding, and the positive associations that consumers hold for the brand. Indeed, the strength of an established brand can eclipse an almost identical product, resulting in customer loyalty and a long-term relationship between the consumer and the product.