customers. In terms of new brand development, it need observe a good brand of virtuous circle principle. Consequently, positioning, learns and promotes and nurtures are essential (Cheverton, 2006). Creating Mercurius as the brand name for the male fragrance, because is a symbol of the ancient Roman God who full of masculine and seductive. Furthermore, as Morgan & Rego (2009) indicated provides brand with an emotional role that appeal to its customers and sellers. In fact, Mercurius could provide impression…
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