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

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

3. 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?

4. 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?

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

6. 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