Lecture 1 introduction (part1)

1. Attendance (0.5*lectures) 8 marks 2. Quizzes (2.5*2) 5 marks 3. Class participation 5 marks 4. Final Report & Presentation 7 marks Total 25 marks

Sessional Criteria

A brand is name, term, sign, symbol , design or a combination of them

intended to identify goods & services of one seller or a group of sellers & to

differentiate from those of the competition

Branding Defined

Why brand?

differentiation

clarity

loyalty

What is a brand?

a good brand elicits thoughts…

a great brand elicits feelings.

Emotional relationships are stronger than logical relationships. Customers grant more loyalty and leniency to brands that they hold a personal relationship with.