BRANDS products are made in a factory, but brands are made in the mind Walter Landor, branding pioneer Market Leader

BRANDS The most distinctive skill of professional marketers is their ability to Create Maintain Protect Enchance brands (P. Kotler, American marketing guru)

BRANDS A brand: a name/term/ symbol given to a product or group of products to stress a certain quality level add value to product/synergy effect make customers believe they get extra value Which do you think is most important?

Examples of word Partnerships related to brands A brand with a large market share A brand name at a (lower) price To create a brand loyalty To brand (v) – a product What examples of brand stretchings do you consider important? Which market segments tend to identify with certain types of brands?

Word partnerships with BRAND Leader Research Share Challenger Segment Create a paragraph in which you use at least two of the above.

Over to you Branding is used to differentiate a product from competitor’s product What is the role of advertising in the creation of brands? Tell it in a paragraph