The most important assets of any business are intangible-its company name; its brands, symbols, and slogans, with their underlying associations; its perceived quality; its name awareness; its customer base; and its proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings.

Sweepstakes can be one of the most economical promotion because the prize cost is spread across all the non-winners

Coupons are discounts, but they achieve more specific benefits and control than does a broad-stroke price cut. Coupons can provide better accounting by limiting the quantities issued and forecasting redemptions. They can zero in on specific targets through print media