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The core element in the marketing mix is the company's product because it provides the functional requirements sought by customers. Marketing managers develop their products into brands which help to create a unique position in the minds of customers. Brand superiority leads to high sales, the ability to charge price premiums and the power to resist distributor power. The management of products and brands is regarded a key factor in marketing success. BRANDING: Before discussing …

…by creative advertisement.The brand should be readily available in the market for the consumer to remain brand loyal otherwise they may switch the brand permanently. This is particularly important if the customers realise the competitive brands are equivalent in quality or price. The bottom line is that according to my personal opinion as well as professionals in this field, brand loyalty is a very important aspect of a firm's intangible assets and marketing strategy.