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A brand is a mark, symbol, logo, design, or other form of distinguishing feature that identifies a manufacturer’s product from other brands or generic versions of the same. However, although product brands are perhaps still the most recognizable branded offerings, brands can also be services, people, or places. A product and a brand are not the same thing. A brand is a combination of functional and psychological values. The product may satisfy the functional values necessary for the customer (i.e., a car that transports someone from A to B). The psychological benefits, such as a feeling of success or prestige, may make a consumer choose to drive a Mercedes, for example, despite the additional expense. One of the purposes of branding is to gain a ...

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