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.

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.

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.

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.

Commodities  Unbranded products (i.e. Wheat, apples, etc.) are called commodities.  Read pg. 216 and answer:  “Why is commodity marketing different?”

Understanding Branding…  Read pg. 217 – 220.  Summarize the following terms…  Brand Names;  Logos;  Slogans.