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The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it – a unique combination which the name or logo of the product or service should be emotive. Successful branding is usually a reflection of a company's identity or philosophy -  when this is the case stronger relationships with customers are commonly forged. When a brand is established well, customer or client loyalty can be a key advantage in marketing and economic growth.

See also:
Brand extension
Brand image
Brand management
Brand mapping
Brand reinforcement
Brand revitalisation
Brand strategy
Brand value
Branding ladder
Brand personality

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