What Is A Brand?
A brand is the peculiar association that is developed among the target audience regarding a particular product or service. This association arises from the product or service attributes that differentiate that particular product or service from others. Brand equity is the competitive advantage established by the brand in the market due to the assets linked to the brand. It requires painstaking marketing effort over time to cultivate a successful brand. The paper explains the concept of branding and discusses issues involved in brand management.