Role played by Brands for Consumers
- Identification of source of product
- Assignment of responsibility of product maker
- Risk reducer
- Search cost reducer
- Promise, bond or pact with maker of product
- Symbolic device
- Signal of quality
Role played by Brands for Manufacturers
- Means of identification to simplify handling or tracing
- Means of legally protecting unique features
- Signal of quality level to satisfied customers
- Means of endowing products with unique associations
- Source of competitive advantage
- Source of financial returns
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