Unit 3: Building a Business - Branding and Differentiation

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Brand: A named product that consumers can see as being different from other products and which they can associate and identify with.

Branded Products: 

  • Consumers are more willing to trial products in the brand range
  • Brands encourage customer loyalty
  • Consumers trust brands, leading to repeat purchases
  • Brands can often charge premium prices
  • Consumers have greater awareness of brands
  • Brands can lead to increased sales and markets share

Generic/Non-branded Products:

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