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...Some analysts see brands as the major enduring asset of a company outlasting specific products and facilities are powerful assets that must be carefully managed developed they more than just names or symbols key element in s relationship with consumer real value strong brand is its power to capture preference loyalty kotler there number interpretations term de chernatony summarized follows simply logo e g mcdonald golden arches legal instrument existing similar way patent copyright coca cola shorthand not straightforward here perceived having benefits mind recognised acts shortcut circumvent large chunks information so when searching for product service less familiar surroundings you will conduct an search help reach decision conveniently risk reducer reassures unfamiliar territory positioning it situated relation other better worse quicker slower etc personality beyond function apple ipod versus any mp player cluster values google reliable ethical invaluable innovative on vision manag...