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What is a brand ? A brand is "a name, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller and to distinguish them from those of competitors". Branding helps differentiate products and can be a powerful tool of competitive strategy. Building strong brands is an important marketing activity for companies, enabling premium pricing, and making widespread distribution easier to achieve. Brand loyalty helps create and sustain high sales and profits. This increased value is called brand equity. Brand equity is the value of a brand based on the extent to which it has high brand loyalty, brand name awareness, perceived quality, and strong brand associations (these create positive feelings and reasons to buy). These associations are created by means of a strong brand identity. Indian Chocolate market Chocolate consumption in India is extremely low. Per capita consumption is around 160gms in the urban areas,...

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