What is “branding”? A business will create a brand for a product to give it a distinct...
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![Page 1: What is “branding”? A business will create a brand for a product to give it a distinct identity. Safeguards against consumers confusing the product.](https://reader036.fdocuments.in/reader036/viewer/2022062422/56649ece5503460f94bdae78/html5/thumbnails/1.jpg)
6.4 Branding (pt. 1)
Wednesday, November 24
![Page 2: What is “branding”? A business will create a brand for a product to give it a distinct identity. Safeguards against consumers confusing the product.](https://reader036.fdocuments.in/reader036/viewer/2022062422/56649ece5503460f94bdae78/html5/thumbnails/2.jpg)
What is “branding”?
A business will create a brand for a product to give it a distinct identity. Safeguards against consumers confusing the
product with that of a competitor; Assists consumers find it among all other
products.
![Page 3: What is “branding”? A business will create a brand for a product to give it a distinct identity. Safeguards against consumers confusing the product.](https://reader036.fdocuments.in/reader036/viewer/2022062422/56649ece5503460f94bdae78/html5/thumbnails/3.jpg)
Brand Development
Positioning and/or advertising strategies establish a brand’s identity and its distinct qualities in consumers’ minds.
If the product is a packaged good, designers develop a package that is different from all other packages on the market.
![Page 4: What is “branding”? A business will create a brand for a product to give it a distinct identity. Safeguards against consumers confusing the product.](https://reader036.fdocuments.in/reader036/viewer/2022062422/56649ece5503460f94bdae78/html5/thumbnails/4.jpg)
Product Differentiation
These branding, positioning, and advertising activities are called product differentiation.
They are all ways of making one company’s products different from those of another company.
![Page 5: What is “branding”? A business will create a brand for a product to give it a distinct identity. Safeguards against consumers confusing the product.](https://reader036.fdocuments.in/reader036/viewer/2022062422/56649ece5503460f94bdae78/html5/thumbnails/5.jpg)
What is a Brand?
A brand consists of all the features that make up a product’s image. Name, Visual associations (such as a logo), Slogan,
Assists consumers with identifying the product or service.
They convey the product’s personality or position.
![Page 6: What is “branding”? A business will create a brand for a product to give it a distinct identity. Safeguards against consumers confusing the product.](https://reader036.fdocuments.in/reader036/viewer/2022062422/56649ece5503460f94bdae78/html5/thumbnails/6.jpg)
Commodities
Unbranded products (i.e. Wheat, apples, etc.) are called commodities.
Read pg. 216 and answer: “Why is commodity marketing different?”
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Understanding Branding…
Read pg. 217 – 220.
Summarize the following terms… Brand Names; Logos; Slogans.