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LEARNING OBJECTIVES
- Understand the branding decisions firms make when they’re developing new products.
- 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?
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