Title: Explain the purpose of branding.
Course: Entrepreneurship (12053-I) > Section: Understanding Marketing Principles

Explanation should include

- components of branding (e.g., incorporating the concepts of name, reputation, slogan, and symbol/icon design)
- the role branding can play in identifying goods and services related to small businesses
- relationship between one's personal brand and one's company's brand.

Process/Skill Questions:

- How is branding used in a business's marketing mix?
- What is the relationship between branding and image?
- What are the major considerations when building brand recognition for a specific good or service?
- What role does branding play in a small business?
- What branding currently seems particularly successful? What makes this branding effective?
- What are the characteristics of effective brand names?
- What circumstances might make an organization change its brand?
- Is branding important in business-to-business marketing? Why, or why not?
- How is branding beneficial to a business?  How might branding become detrimental?
- How might a company manage branding as a form of damage control?
- How does the evolution of digital technologies affect branding?
- How does an established brand update its logo, message, or marketing strategy while maintaining brand loyalty and increasing its market share?
- How does developing an image tie into developing a company's brand?
- What is the importance of personal branding?