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Non-public label brands, also known as personal brands, or retail store brands have become well known. The place the retailer has a very sturdy identity (for example Marks & Spencer in britain clothes sector) this "possess brand" might be able to contend towards even the strongest brand leaders, and will outperform All those products which usually

One of many facets to some brand's identity is self-picture: How just one brand-buyer portrays their great self – how they would like to seem and behave; whatever they aspire to – brands can target their messaging appropriately and make the brand's aspirations reflect theirs. In keeping with Kapferer (2004), there are actually six sides to some