Essay by dbodrovCollege, Undergraduate May 2003

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Nowadays, there are millions of consumers worldwide. There is a huge amount of products from different suppliers, from different countries, with different packing designs and names. But on the inside those products are more or less similar. Which one to choose is the question.

Most people would pick the one which they either tried before or the one which they heard about. As a result some products are selling better, than the other ones.

The effectiveness of marketing depends not only on the rational usage of marketing tools, but on the accordance of the product to a certain market, how well it fits to the market demand. Bringing this product to the market of consumers and creating not only a short-term, but a long-term consumer preference to a given brand among the competitors is an important task of marketing.

In the conditions of strong competition, even for world-famous firms, there is a really hard task: how to hold positions on the market and keep the effectiveness of the business.

Usually, the governing body decides to increase the market share, to lower the expenditures etc. But often it is not enough to survive in the business world.

Many specialists come to a conclusion that the main factor of success of the most of the enterprises is the loyalty of the consumers. The highest extent of loyalty of consumers is a fanatic worship of the brand.

Every product, as it arrives on the market, creates an impression - positive or negative. It is inevitable and appears as soon as the consumer gets to know the product. Those associations, the consumer perception of the product is "branding". Brand is an impression about a product in the minds of consumers, the label, which is associated with a given product. The process of creating...