Marketing Communications

CHAPTER 2

Branding

CHAPTER OBJECTIVES

This chapter will help you to:

z Understand the various aspects of branding

z Learn about the characteristics of successful brands

z Make the distinction between major types of brand strategies and their advantages

and disadvantages

z Form an idea of the composition of a brand portfolio

z Understand the concept of brand value or brand equity and its major components

z Assess the benefits of branding for the consumer and the manufacturer

z Get an overview of how marketing communications contribute to brand strength

CHAPTER OUTLINE

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