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The Role of Branding as One of Marketing Tools in Textile Industry

A product is defined as ‘anything that can be offered to a market for attention, consumption, acquisition or use’ (lancaster Withey, 2007). A product is a tangible item purchased by customers and designed to meet their needs and wants. However, while the customer does purchase a product, what they are actually purchasing is the benefits that the product has on offer (Beamish and Ashford, 2005). This is known when defining a product as bundle of benefits.


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