Marketing Communications

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Marketing Communications

73

Promotion Planning And Techniques

BRANDING TECHNIQUES

Managers have the opportunity to develop strategic orientation for top management decision making
by devising an effective brand strategy for promotional functions. The process of branding a product is
done for these purposes:

1. To create identification and brand awareness.


2. To guarantee a certain level of quality, quantity and consumer satisfaction.


3. To help with product promotion


4. To enable strategic positioning of product for effective competition.

A BRAND – Is a name, term, symbol or special design or some combination of these elements that is
intended to identify the goods or services of one seller or a group of sellers.

A brand differentiates one seller’s product or service from those of competitors. A brand name consists of
words, letters and or numbers that can be vocalized. A brand mark is the part of the brand that appears
in form of a symbol, design or distinctive colouring or lettering.

TRADE MARK – Is a brand that has been given a legal protection by the originator.

Maersk.com/Mitas

for Engineers and Geoscientists�e Graduate Programme

Month 16

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International opportunities

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I wanted real responsibili�

I joined MITAS because Maersk.com/Mitas

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for Engineers and Geoscientists

Month 16

I was a construction

supervisor in

the North Sea

advising and

helping foremen

solve problems

I was a

he

s

Real work

International opportunities

�ree work placements

Internationaal

�ree woro

I wanted real responsibili�

I joined MITAS because

Maersk.com/Mitas

�e Graduate Programme

for Engineers and Geoscientists

Month 16

I was a construction

supervisor in

the North Sea

advising and

helping foremen

solve problems

I was a

he

s

Real work

International opportunities

�ree work placements

Internationaal

�ree woro

I wanted real responsibili�

I joined MITAS because

Maersk.com/Mitas

�e Graduate Programme

for Engineers and Geoscientists

Month 16

I was a construction

supervisor in

the North Sea

advising and

helping foremen

solve problems

I was a

he

s

Real work

International opportunities

�ree work placements

Internationaal

�ree woro

I wanted real responsibili�

I joined MITAS because

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