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Companies make decisions about product (good or service) and brand design in order to have competitive advantages. a) What are these decisions? b) What do

Companies make decisions about product (good or service) and brand design in order to have competitive advantages.
a) What are these decisions?
b) What do companies do to ensure that these decisions succeed in attracting customers and increase the company's performance?
c) Which decisions are aimed at developing new products?

references please

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