The term consumer is often used to describe two different kinds of consuming entities, the personal consumer and the organizational consumer. The personal consumer buys goods and services for his or her own use e.g., shaving cream or shampoo, for the use of the household or as a figt for a friend. In each of these contexts the goods are bought for final use by individuals, who are referred to as “end users” or “ultimate consumers.” The ...
A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, colour combination or slogan. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity and it affects the personality of a product, company or service. Brand management can be defined as the application of marketing techniques to a specific product or brand. It helps in ...