Communicating through Brand Websites to Create Unique Brands
Differentiating own brands is the key strategy to establish a strong brand with unique associations (Keller, 1998). However, it is getting extremely difficult to do so because of the flood of new products launched every year. For example, Japanese market experiences an enormous number of new products introduced within one year; 213 canned coffee products, 765 snacks, and 1928 chocolate-related products all in the year of 2005 (Tanaka and Hosoda, 2006).
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