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　　Have you ever stopped to wonder why you choose the products you buy? What makes you pick the Uni-President instant noodles over Master Kang?

　　As so many products are similar, companies must find ways to distinguish their brand from competitors' insgroupsto survive in the market. Creative advertising often does the trick, making one product appear more interesting than others. As a result, companies spend huge amounts of money on complex advertising campaigns—all aimed at appealing to the world of the imagination.

　　Take Nike for example. Until it came up with the idea of using Michael Jordan to endorse its products, it was just another sporting goods company. But by repeatedly associating the superstar with its brand, Nike capitalized on public recognition of his talent, fame and athleticism. The insight that people around the world dream of being“Like Mike”led directly to Nike's domination in its market.