BRANDING: CONCEPT, ESSENCE AND MARKETING IMPERATIVES
OKEREAFOR, GeffDepartment of MarketingMichael Okpara University of Agriculture, Umudikegeffie.ok@gmail.comOGUNGBANGBE, Bashir MuyiwaDepartment of MarketingMichael Okpara University of Agriculture, Umudikerite2bash@gmail.comANYANWU, AhamefuleDepartment of MarketingImo State University, Owerriprofchuks1234@gmail.comABSTRACTBranding is about creating a unique product/corporate identity, the guarantee of certain level of qualityas a symbol of trust, and the consistency with which these values are communicated and delivered. Thispaper examined … Read more