Brands are part of our
daily existence and reflect society’s attitudes and
values. A trip to the local
shopping mall makes it fairly obvi-
ous that we live in a branded world.
Names like Kleenex, Levi’s and Starbucks alone create consumer
expectations with regard to image,
consistency and quality. We make product decisions based on recollection and satisfaction.
Most group exercise professionals are comfortable supporting brands.
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