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UNDERSTANDINGBRAND,BRAND IMAGE ANDBRAND HIERARCHY
PRESENTED BY:
 ALOK K ROY  IITTM  PGDM(SS)2007-09
 
What is a brand ?
A traditional scenario of market
Company A
Consumer
Product / services
In a traditional market scenario, the company is catering to theconsumer.The number of competitors are small.In these markets the companies can come with advancedtechnologies and other strategies to capture more market share.(The size and power of the players is important.)
Company B
Company C
 
What is a brand ?
Company AConsumer
Product / services
In complex markets, the differences between companies are notmuch.The companies can not differentiate much themselves from otherson the basis of quality and technology etc. factors as all thecompanies are competent enough.This scenario explains the need for the differentiation for thecompanies.
Company BCompany C
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