Businesses all over the world are recognising the phenomenal value udof brand as a driver for profitability. A strong competitive brand uddifferentiates a company from its rivals, attracts attention, represents udquality, generates confidence and gains consumers’ loyalty. As a udcomplex mixture of both tangible and intangible attributes, brand udinvolves every touch points between the marketer and consumers udallowing the development of relationships pertinent for long term udprofitability and sustainability of a business. Significant literature udreviews in marketing have substantiated that branding management udhave become a very important strategy to transform transactional udmarketing into relationship marketing and ordinary companies to be udsuccessful companies (Aaker, 1996; Keller, 2003; Gregory, 2004).
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