In recent years there has been more of a shift towards more

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In recent years there has been more of a shift towards more branding and advertising as opposed to focusing on product development, resulting in some companies having strong advertising campaigns coupled with a non-successful product. These observations lead to an important marketing theorem: Successful brands are built on successful products. The belief is that without great products, great brands could neither not exist nor withstand the competitive market. In a short paper, answer the following questions pertaining to the theorem. Do you agree or disagree (partially or completely) with the theorem that successful brands are built on successful products? Why or why not? Provide examples of brands and their products that a) prove the theorem and b) disprove the theorem. Explain your reasoning. Why do so many companies appear fixated on branding rather than on ultimately developing successful products? In real terms, how would you as a marketing executive balance these two marketing forces?

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