There are several perspectives and strategies regarding branding. Branding involves differentiating products and services from competitors through names, symbols, and images to build brand identity and equity over time. Marketers aim to position brands to create a desired image in consumers' perspectives. Consumers develop perceptions of brand culture and value beyond just product attributes. There are various models for structuring relationships between brands, product lines, and portfolios, including product brands, line brands, range brands, umbrella brands, source brands, and endorsing brands. Building strong brand equity relies on developing brand awareness, desirable associations, loyalty, and share of category expenditure over time.

3. Product logic(marketing mix) to brand logic (meaning and value) Product Brand

12. Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak relationship/Low share of category expenditure

13. Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand building blocks Stages of brand development Branding objective at each stage

14. Adapting to Market Brand style Brand Kernel Brand themes