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BRANDING STUDENT COURSE PROFESSOR DATE PART 1: INTRODUCTION. A brand refers to a name, symbol, logo, design, sign or a blend of all that are used by companies, organizations or individuals to identify their products and services. Branding, thus, is the process of giving a name, logo, design or symbol to one’s product or service in order to for the purpose of creating its identification in the market.
Role of branding A brand name out to be good and appealing to many. It ensures that the attention of many is captured. A good brand name has a lot of advantages and enables a company or an organization achieves the following in the long run. One, is that it conveys the message that is intended. Good branding eliminates any possibilities of a wrong message being passed to the consumers. Another is that a good brand image gives a confirmation of the trustworthiness of a company. Such a thing makes the consumers view a company as being credible and are able to adopt their products and be loyal to them. Good branding also has an effect of linking goal predictions emotionally. Buyers often derive their motivation of purchases from good branding. Buyers have a tendency of believing that products that appeal to them are the ones they go for. Hence, if a buyer cannot find a brand appealing, they obviously will not have any taste to even think of purchasing the product. Last but not least, good brands strengthen user loyalty. ...
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