Branding is ―identifying or creating, and then exploiting, sustainable competitive advantage.
• Successful branding is based on the concept of singularity.
• Singularity creates the idea that there is no one or nothing else in the marketplace quite like your product, or service. Branding is a marketing-based business strategy and philosophy that has the ultimate objective of building goodwill for and supporting the ―raison d‘être‖
of a product, service or enterprise.
• Branding differentiates your brand from the competition.
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