The document discusses brands and branding strategies. It defines a brand as a name, symbol or design that identifies a seller's goods and differentiates them from competitors. Brands can convey six levels of meaning to consumers. When creating a brand identity, decisions must be made regarding the brand name, logo, colors, tagline and symbols. Consumer experiences shape brand perceptions more than advertising. Branding strategies discussed include line extensions, brand extensions, multiple brands under one name, new brands, co-branding, and umbrella brands. Functional and experiential brands are types that rely on product attributes or creating experiences, respectively.