Theories on marketing principles encourage management to design strategic business models. To achieve a sustaining business model (repeat sales), however, requires branding. This raises the question: when does marketing end and branding begin?

The academe teaches us that the creative development toward addressing a particular demand is always where one begins. After that is the creation of the product or service. That makes sense. After all, it would be foolish to launch a product or service where no market demand exists. After the product is created, a pricing strategy is identified. Packaging and distribution are likewise strategized and, finally, an awareness campaign is launched.

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