MARKETING

INTELLIGENCE
BRANDING

Business & Management

Definition
A term, logo, name, symbol or design that
identifies the product or service within
particular markets

Business & Managem

Uses
A primary method of differentiation
Allows development of competitive
advantage as it adds value to the product
It is only through communication that the
essence of a brand is conveyed
Business & Managem

Customer benefits
Assists identification of preferred
products
Reduce level of perceived risk
Easier to gauge level of product quality
Business & Managem

Customer Benefits continued

Reduce time spent making the product
based decisions and in turn reduce time
shopping
Can provide psychological re-assurance or
reward
Provides cues about the nature of the
source of the product and any associated
values
Business & Managem

Supplier benefits
Permits premium pricing
Differentiation
Enhance cross product promotion and
brand extension opportunities
Encourage loyalty and repeat purchase
opportunities
Business & Managem

Supplier benefits continued

Contributes to corporate identity
Legal protection
Provides for greater thematic consistency
and uniform messages
Business & Managem

Drawbacks
Adds to the cost of the product
unnecessarily?
Creates demand for things that people do
not need
Wastefully creates me too products
Makes it hard for new firms to enter the
market.
Business & Managem