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Besides, depending on Schultz and Patti (2009), branding takes a crucial place in the post-modern world as well. The objective of branding is not just diversifying any more. According to Key (2005), creating ‘brand meaning’ is accepted widely, which has been identified as a main task of building strong brand. It seems that a brand is powerful for customers, since it can generate a complex cognitive response and shape the customer behaviour. Understanding the responses and community context are two challenges of building strong brand for companies (Kay, 2005).

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