As a general rule of liberal capitalist economy, stiff competition between enterprises results in better and more services for an average consumer. More deals, attractive rates and promotions are the tools that companies employ to move a consumer base in their favour. But, such tactics are short-lived and cannot replace a positive image of a brand. Customer loyalty is ensured when a brand offers impeccable service and distinctiveness in delivery. These brand building measures as compared to marketing gimmicks establish a company as a big challenge to other similar service providers and hence a potential market leader.

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