Consumers today can choose from an endless assortment of brands to welcome into their daily lives. A preferred phone. A favorite soda. A dependable vehicle. A coveted sneaker.
And yet, even with a bevy of options, several names always seem to rise to the top in each category. Apple. Samsung. Coca-Cola. Nike.
But what allows a brand to become so omnipresent? How does it get to a point where consumers feel affection for a commodity?
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