The document outlines the sessional criteria for a course worth 25 marks total. It is broken into 4 categories: attendance worth 8 marks, quizzes worth 5 marks, class participation worth 5 marks, and a final report and presentation worth 7 marks. The document also defines what a brand is, explaining it as a name, term, sign, symbol, or design used to identify goods and services from one seller or group of sellers to differentiate them from competitors. It notes brands are important for differentiation, clarity, and building loyalty, and that great brands elicit feelings from customers, creating stronger emotional relationships than logical ones.

2. Sessional Criteria
1. Attendance (0.5*lectures) 8 marks
2. Quizzes (2.5*2) 5 marks
3. Class participation 5 marks
4. Final Report & Presentation 7 marks
Total 25 marks

3. Branding Defined
A brand is name, term, sign, symbol ,
design or a combination of them
intended to identify goods & services of
one seller or a group of sellers & to
differentiate from those of the
competition

7. Why brand?

8. differentiation

9. clarity

10. loyalty

12. What is a brand?

13. a good brand elicits thoughts…
a great brand elicits feelings.

14. Emotional relationships are stronger than logical relationships. Customers grant more
loyalty and leniency to brands that they hold a personal relationship with.