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Branding and Packaging:

-Brand name- The part that can be spoken.

-Brand Mark- Parts that cannot be spoken such as the logo.

-Brand Equity- The value of the brand.

-Global Brand- At least a third of the brands income comes from outside its original country.

Benefits of Branding:

-Product Identification.

-Repeat Sales.

-Sales of new product.

Negative effects

-Bad press and poor experiences affect whole brand.

Branding strategies:

-Manufacturers brand e.g. Nike.

-Private brand, the name of the retailer or wholesaler e.g. JD sports.

-Captive, a brand selling exclusively through a retailer without any evidence…


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