Branding and target market determination: Case study on Luxembourg country branding

The brand is of great importance in a globalizing world, considering that it is a means of distinguishing goods and services of a business from the goods and services of other businesses. Beyond being a name in today's competitive conditions, the brand emerges as a business entity that adds an identity, personality to the product, shaped by the perceptions of consumers, and pioneers consumers in product preferences. Brands are a tool that initiates and shapes the relationship between the business and the buyer. Today, brands for businesses have become a commercial entity independent of products. For this reason, the process of branding and branding has become extremely important for entrepreneurs, companies in an increasingly competitive environment. In this study, a case study about target marketing has been made by focusing on what brand is, its types and the importance of branding in the competitive environment.