By John Dudovskiy
September 1, 2013
The term of brand can be defined as “a physical labelling of products, so that consumers are able to identify which firm produces which goods or services” (Soto, 2008, p.8). Alternatively, brand can be defined as “a seller’s promise to deliver a specific set of features, benefits and services consistent to the buyers” (Kotler et al., 2001, p.188).
Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2001) “Principal of Marketing”, (3rd ed.) Harlow Pearson Education Limited.
Soto, T.J. (2008) “Methods for Assessing Brand Value: A Comparison Between the Interbrand Model and the BBDO’s Brand Equity Evaluator Model” Diplomica Verlag