sizable target marketthatsees value in a newbrand is
very difficult. Even if consumers were to find a new
brand appealing, entrenched brands have cost advantages
that make them formidable opponents:
economies of scale, lower learning curves, and established
relationships with channel members. Nonetheless,
the goal of marketing efforts is to get
customers to patronize products by getting them
noticed, inducing trial, and developing loyalty and
repurchase of the brand