"When competition is intense, all products soon offer functional advantages: me-too products or follow-the-leader strategies. Accordingly, the only sustainable advantage is brand image, which you might recall from Johansson's work in his book, Global Marketing (2009). That's why a continuous marketing effort is needed to support the brand or product.Some researchers argue that anything can be brandedeven something as plain as pasta, like Barilla and Buitoni.

"Do you agree or disagree with this statement, and why?