Contemporary Brand Management

Brand is referred to a perception that is overtly demarcated from other services or concept in order to be efficiently marketed and to gain a competitive benefit over the other rival firms. A prcised definition of brand can be stated as ...a set of mental associations, held by the consumers, which add to the perceived value of a product or service (Kapferer, 2008, pp. 10). The alliance ought to be exceptional, well distinctive, effective and affirmative.