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Kotter And Keller Essay

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Kotler and Keller (2006) define a brand as adding dimensions to product or service that could differentiate it in some ways from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangible-related to product performance of the brand. They may also be more symbolic, emotional or intangible-related to what the brand represents. Brand is also something that resides in the minds of customers. Kotler and Keller (2006) define a brand as adding dimensions to product or service that could differentiate it in some ways from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangible-related to product performance of the brand. They

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