Title: Describe the importance of branding and value propositions in marketing.
Course: Marketing Management (12166) > Section: Exploring Concepts of Branding

Description should include the followings roles branding plays in an organization’s marketing strategy:

- Builds product recognition through frequency and consistency of message, regardless of method of delivery (e.g., print, broadcast, Internet)
- Creates customer loyalty
- Establishes an image
- Offers a standard of quality and consistency
- Differentiates products from competing products
- Capitalizes on brand exposure
- Benefits the brand brings to the company

Process/Skill Questions:

- What role does branding play in an organization’s marketing strategy?
- How do companies create customer loyalty?
- How can famous actors or athletes improve or create brand loyalty?
- What are the characteristics of effective brand names?
- What circumstances might make an organization change its brand?
- What steps can be taken when a brand receives negative publicity?