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Enhance Your Training Brand by Amy Hand

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BRAND INFLUENCE

Even for strong brands with clear promises and attractive personalities, the brand influence lives on a spectrum. A brand may either have no influence on your purchasing decision or be the single determining factor in what you buy. Companies can do their best to build a brand that will have a strong influence, but consumers ultimately decide what they like, what they want, what promises they believe, and which brands they want to buy.

On one end of the spectrum, consumers can buy products with absolutely no regard to brand. This occurs when you go down the grocery aisle and pick up only the generic or cheapest sale-price items. You can probably think of specific products that you have purchased with no preference for one brand ...

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