According to Perreault, Cannon, and McCarthy (2014), branding is the use of a name, term, symbol, or design, or a combination of these, to identify a product. Branding can have a significant impact on consumers when they are making buying decisions. For example, can you think of a common brand of orange juice? Coffee? Soda? Sneakers? Cleaning product? Now, when you think of each of these, do you also picture their logo? The likelihood is high that you do, and this is due to their strategic branding.
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