Introduction

The number of sales determines the success of a company. On the other hand, some sales per a given period are dependent on the quality of the brand. Different companies with similar goods develop their brand in a manner that would allow it to compete with others in the market. Philip Kotler has developed a six-step conceptual branding model strategy.

Definitions of the variables of Kotler’s model

According to Kotler (2016), brand purpose gives answers to the questions pertaining what the brand promises to accomplish. It states how the brand is going to change the lives of the buyers and meet their expectations. Brand purpose is what convinces the buyers to either buy or opt for an alternative.