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There are various products available in the market which satisfy the same need, what makes all the difference is the brand under which they are sold. Brand names now carry along with them the reliability of quality and understanding of customer requirement. To create such a trust requires lot of planning and strategy building. Although brand loyalty is automatically created over a period of time through quality, robust promotion acts as an alternative means to cut the gestation period. Through effective utilization of this alternative, brand value can be increased as well as maintained efficiently which will ultimately guarantee increasing returns on investment.

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