Prestige College
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CHAPTER 1: A BALANCED PERSPECTIVE ON BRANDS................................................ 8 1 BRAND DEFINITION ........................................................................................................ 8 1.1 BRAND ELEMENTS .................................................................................................... 8 1.2 CHOOSING BRAND ELEMENTS (IDENTIFY THESE BRANDS) ........................ 8 1.3 THEMES IN BRAND ELEMENTS ................................................
The activity, set of institutions, and processes for creating, communicating, delivering and exchanging offers that have value for customers, clients, partners and society at large
MARKETING RESEARCH SERVES TWO IMPORTANT PURPOSES: Provides the organisation with information about customer demand for products and services Gives customers the opportunity to express their views and needs and thus influence decision making to ensure they get the products and services that they want.