... achieved. Even successful brand owners have still to constantly keep their leading brand status. Corporate, industrial, and service organizations are becoming the future of marketers, using branding strategy. Two of the most utilized applications of branding are ingredient branding, meaning extend a famous brand in a new market, and brand extensions, which means create a new product in an existing brand. Both of these techniques used to add new branding area are effective, but can also be dangerous. The key element in business strategy is the brand management, which consists in building and sustaining a positive image to maintain customers loyalty. The branding process itself may be the starting point for product differentiation. In fact many brands are similar and their differences exists just in the consumer's mind. All organization must support and identify with the branding strategy, and must deal with the changing environment. Part 2: Critically ...

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