Title: Explain the concepts of brand and branding.
Course: Marketing Management (12166) > Section: Exploring Concepts of Branding

Explanation should include

- definitions of brand and branding
- types of brands (e.g., national, private distributor, generic)
- extensions of branding (e.g., brand sensitivity, brand attachment, brand trust, brand loyalty)
- the importance of brands
- the role of promotion and marketing strategies used to deliver brand messages
- the practice of brand promotional overlays with trusted or complementary brands that can advance one’s own brand and add value
- brand personality and traits (e.g., memorable names, symbols, logos, images, phrases, slogans, emotional connections).

Process/Skill Questions:

- How is a brand created?
- Why is branding important in product planning?
- What role do cultural requirements or sensitivities play in branding?
- How does branding in BTB differ from consumer branding?
- How do you trade market your brand?
- What are the advantages of trade marketing your brand?