Brands are a mark of quality, and it is the _______________ that distinguishes a product from other similar products and gives it a _______________.

_______________ have the ability to cross both geographical and cultural boundaries, building international reputations of quality.

Creating brand and brand awareness is the job of the _______________.

Once the brand name has been established, the makers sometimes engage in _______________, which involves using the brand name on a range of products.

In the case of luxury brands, companies have to be careful to avoid _______________, which could damage the exclusive aspect of the brand image.