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Branding, Labeling, and Packaging

15 January, 2016 - 09:18


  1. Understand the branding decisions firms make when they’re developing new products.
  2. Identify the various levels of packaging for new products.

What comes to mind when someone says Coke or Nike or Microsoft? According to BusinessWeek magazine, the Coca-Cola brand is the strongest brand in the world. However, a global study of consumers sponsored by Reuters found that Apple has the best brand. What is a “brand” and what do these studies mean when they report that one brand is the strongest or the best?