As sales of Apple’s iPod Coca-Cola and North Face clothing show despite serious challenges from private label manufacturers and low-price global production branding remains an important way for consumers to choose among products in a crowded marketplace. Brands are a short-hand means of conveying quality and lower risk according to Wharton faculty and marketing analysts and they also play a growing role in building consumers’ identities. But these experts add with little room to compete on cost brands will need to be vigilant when it comes to differentiating themselves from increasingly sophisticated competitors.
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