Chapter 9: Branding

Learning Objectives

  • Why branding matters
  • Describe the elements of brand and how brands add value to an organization’s products and services
  • Define brand equity and its role in measuring brand strength
  • Explain the how marketers use brand positioning to align marketing activities and build successful brands
  • Explain the importance of name selection in the success of a brand
  • Discuss the role of packaging in the brand-building process
  • Explain key strategies for developing brands including brand ownership, brand and line extensions, co-branding and licensing

 

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Introduction to Marketing II 2e (MKTG 2005) by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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