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Brand name is what differentiate your products/goods from other products. it is the market niche that you have created to make your product stand out in the market.
"Brand name" is the word that identify the product/service singularity; but also can define the company or the producer.
Yes, I would spend the needed ammount of money to "build" a brand name that would allow me to achieve the best differentiation in the market; face to the competitors.
