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Coles A study on personality congruence between brand and its consumers at Bayshore Shopping Centre in Ottawa, ON
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INTRODUCTION In the present-day marketing scenario, consumers do not seek a product for solving their needs; mostly they seek a specific brand. Many a time the brands have become so important that they turned out to be generic and replaced the name of the original product. In the marketplace, photocopy services have become synonymous with "Xerox‟ which is basically a brand of photocopy machines. Similarly, "Band-Aid‟, a brand introduced by Johnson & Johnson, has been a synonym for medicated gauze with adhesive tape. Therefore, brands and the role of branding, as traditionally understood, have been subject to constant review and redefinition, because of its continuous change of axes of importance. Traditionally brands have been defined as the name, associated with one or more items in the the product line, which is used to identify the source of the character of the item(s)" (Kotler, 2000)
INTRODUCTION In the present-day marketing scenario, consumers do not seek a product for solving their needs; mostly they seek a specific brand. Many a time the brands have become so important that they turned out to be generic and replaced the name of the original product. In the marketplace, photocopy services have become synonymous with "Xerox‟ which is basically a brand of photocopy machines. Similarly, "Band-Aid‟, a brand introduced by Johnson & Johnson, has been a synonym for medicated gauze with adhesive tape. Therefore, brands and the role of branding, as traditionally understood, have been subject to constant review and redefinition, because of its continuous change of axes of importance. Traditionally brands have been defined as the name, associated with one or more items in the the product line, which is used to identify the source of the character of the item(s)" (Kotler, 2000)
Coles is renowned for its outstanding customer service and great selection of books. Along with the vast array of magazines, stationary, audio-books, children's literature, fiction, non-fiction and reference books, you can find accessories to make your reading experience more pleasurable. We can recommend the very best in reading today. We will help you search our titles for exactly what you need, and if we do not have it in stock, we will order it for you.
