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Defining a brand involves emphasising its key benefits and attributes to consumers. To do so, marketers must recognise that a brand consists of more than a bundle of tangibles or functional attributes; its intangible, emotional benefits, along with its "identity", frequently serve as the basis for long-term competitive differentiation and sustained loyalty.

Coca-Cola, for example, is a powerful global brand, not just because the beverage comes in a familiar red can and customers like the taste, but also because it conveys an image as an optimistic, American product.