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9-7

FOR SELLERS, BRANDS CAN FACILITATE:

repeat purchases that enhance the

  company’s financial performance because

  the brand enables the customer to identify

  and re-identify the product compared to

  alternatives,

the introduction of new products, because

  the customer is familiar with the brand

  from previous buying experience,

promotional effectiveness by providing a

  point of focus,

premium pricing by creating a basic level of

  differentiation compared to competitors,

market segmentation by communicating a

  coherent message to the target audience,

  telling them for whom the brand is intended

  and for whom it is not,

brand loyalty, of particular importance in

  product categories where loyal buying is an

  important feature of buying behavior.

Source:  Marketing Science Institute Report No. 97422, 1997

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