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The concept of applying a brand to prove ownership of goods goes back thousands of years, but its use in marketing is more recent. The original aim of applying a brand name to a product was to offer the consumers a guarantee of quality, in effect an assurance that the manufacturer was prepared to be identified as the supplier of the product.

DeChernatony and McDonald (1998) offer the following definition of brand:

A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their ...

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