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Published in:
1992 | OriginalPaper | Chapter
What Is Branding?
Author : John M. Murphy
Published in: Branding: A Key Marketing Tool
Publisher: Palgrave Macmillan UK
Included in: Professional Book Archive
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Since the earliest times producers of goods have used their brands or marks to distinguish their products. Pride in their products has no doubt played a part in this. More particularly, by identifying their products they have provided purchasers with a means of recognising and specifying them should they wish to repurchase or recommend the products to others.