Only true brands need apply…

Koenderman, Samantha
April 2007
Finweek;4/26/2007 Ad Review Supplement, p58
The article reports on the implication of effective branding of products to consumers in South Africa. It required the need to understand the feelings of consumers and the experiences that goes with it as revealed by Added Value director Justin Schwellnus. It allowed customers to simplify their options so that they would not need to understand everything about each product to make their decisions. Marketers should create a brand that will help them on how they should feel towards a product.


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