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The competition in today’s business environment on a global level is difficult, and not at least due to the expansion of the consumer market and the raise of particular new and emerging economic forces, such as China, India and Brazil. Thus, the achievement of a position that is both unique and advantageous in regards to the competition is not only tough, but can also be very expensive. The companies worldwide are facing serious challenges in accessing the high level of funding necessary for investments in the fields of research and design to ensure differentiation of their products and in their production lines for maintaining product availability. These costs must be covered somehow, and this is why the role of marketing and brand uniqueness has grown well over its primarily intended influence in the last several years

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