Thesis: What is the goal of marketing ?

Many people claim that the goal of marketing activity is to build brand equity (Aaker, 1991). On the other hand, many marketers also engage in temporary price discounting, which is said to destroy brand equity / value.

Brand equity or value is considered as the factor that helps in making good sales of a specific brand by enabling the customers retain loyalty. In this case, the customers prefer the specific brand of similar others produced by competitors on the basis of higher value. This means that brand value helps in providing brands differentiation.

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