Branding is the process of creating a unique name and image for a product in the minds of consumers. It involves designing a recognizable name, logo, symbol, or design to identify and differentiate products from competitors. Marketing aims to understand customer needs and create value for customers through a strategy that builds relationships and delivers superior value.

7. Name, term, sign, symbol, design, or some
Combination that identifies the products of
one firm While differentiating them from
the competitions.

8. Marketing is more then selling and pricing
The business must identify & satisfy customers
needs wants and demands in order to make
profit,
Marketing is about gain and retain customer.
Satisfying customer needs and build long term
relationship with them
Marketing is about creating for customer value

9. people or institutions with sufficient purchasing
power, authority, and willingness to buy
specific segment of consumers most likely to
purchase a particular product

10. Create value for customers and
build customer relationships
Understand the
marketplace and
customer needs
and wants
Design a customerdriven marketing
strategy
Construct a
marketing program
that delivers superior
value
Capture value from
customers in return
Build profitable
relationships and create
customer delight
.
Capture value from
customers to create
profits and customer
equity

12. • That part of a brand that can be spoken,
including letters, words, and numbers.
Brand
Mark
Brand
Equity
• The elements of a brand that cannot be
spoken.
• The value of company and brand names.
• Awareness, quality, loyalty, patent and
trademark.

13. Consumer awareness and identification
of a brand.
Consumer reliance on previous experiences with a
product to choose that product again.
Consumer refusal of alternatives and extensive search
for desired merchandise.

16. Product
Tangibles
Functional
benefits
attributes
labeling
packaging

19. Products characterized by plain labels, no
advertising,
and the absence of brand names.
Brand name owned by a manufacturer or
other
producer.
national brands sold
exclusively by a retail chain.
Example: Target’s sale of
products by Michael Graves
Family brand
Examples: Sony, Pepsi, Dell
brands offered by wholesalers
and retailers.
name that identifies several
related products.
uniquely identifies the item
itself.

21. Added value that a respected, well-known
brand name gives to a product in the marketplace.
Strong brand equity increases recognition,
contributes to
quality perceptions, reinforces loyalty, and
facilitates
expansion into foreign markets.

22. Product management system in which a category
Manager with profit and loss responsibility
oversees a product line.
Helps category buyer identify opportunities for
growth, set performance
targets, and create marketing strategy.

24. Part of a brand consisting of words or letters that form a
name that identifies and distinguishes a firm’s offerings from those of
its competitors.
symbol or pictorial design that distinguishes a product.
Brand for which the owner claims exclusive legal protection.
Gives firm exclusive legal right to use brand name, brand mark,
and any slogan name or product name appreciation.
visual cues in branding that create an overall look.

26. An excellent name or symbol in one country may be
a poor choice in another.
Some sounds are common to most languages, such as
o, k, and short a, so
names such as Coca-Cola and Texaco tend to work
well worldwide.

27. Can powerfully influence buyers’ decisions.
Protects against damage, spoilage, and pilferage.
Assists in marketing the product.
Must be cost-effective.
Includes labelling that carries an item’s brand name or
symbol and other
marketing and legally required information.
.

29. Strategy of attaching a popular brand name to a new
product in an unrelated product category.
Development by Mattel of Barbie-branded high-end
clothing and
accessories for women from their teens through their
30s

30. Authorizing other companies to use a firm’s brand name.
Brand’s owner receives royalties, typically four to eight
per cent of wholesale revenues.
Can hurt a brand if the licensed product is poor quality or
ethically
incompatible with the brand.
Another risk is overextending the brand.

34. Seeking a larger market share in a market in which
organization already has an offering
Attempts to increase present buyer’s usage or
consumption rates of the offering
Attracting buyers of competing offerings
Stimulating product trial among potential consumers

35. Introducing its existing offerings to markets other than those
that the organization is currently serving.
Carefully considering competitor strengths and weaknesses and
competitor retaliation potential
Modification of the basic offering
Different distribution outlets
Change in sales effort and advertising

37. develop totally new offerings
enhance the value to customers of existing offerings
broaden the existing line of offerings by adding different
sizes, forms, flavours, etc.

38. Development or acquisition of offerings new to the
organization and introducing those offerings to publics
not previously served by the organization.
Growing trend in recent years
High-risk strategy because both the offering and
market served are new to the organization

40. refers to consumers’ perceptions of a product’s attributes,
uses, quality, and advantages and disadvantages relative to
Market development concentrates on finding new markets
for existing products.

41. introduction of new products into identifiable or established
markets.
focuses on developing entirely new products for new markets.
introducing a new product that adversely affects sales of
existing products.

43. Stages that consumers go through in
learning about a
new product, trying it, and deciding
whether to purchase it again.
individuals first learn of the new
product, but they lack full
information about it.
they consider the likely benefits of
the product.
they make trial purchases to
determine its usefulness.
decide whether to use the
potential buyers begin to seek product regularly
information about it

45. People who purchase new products
almost as soon as the products reach the
market.
Process by which new goods or
services are accepted in the
marketplace.