What Is Branding?

Part 1

1. Watch the video What Is Branding? (Links to an external site.) https://www.youtube.com/watch?v=JKIAOZZritk&feature=youtu.be
2. Read James Heaton' (Links to an external site.)s article "The Difference Between Marketing and Branding. (Links to an external site.)"
3. http://www.tronviggroup.com/the-difference-between-marketing-and-branding/
4. Review the lesson content and the textbook readings.

Part 2

Interpret the content from Part 1, synthesizing an answer for the following questions:

1. What is branding?
2. Does a brand truly have equity? Explain why or why not.
3. Can a private-label product ever develop brand equity and brand loyalty? Explain why or why not.
4. Explain the benefits of branding from both a consumer's point of view and a manufacturer's/advertiser's perspective.
5. Explain whether or not branding plays an important role in product identification, repeat sales, and new-product sales.

Note: Your answers to any of these questions should not be solely opinion. To receive credit, you must synthesize content from this lesson (videos, textbook readings, articles, lesson content, and independent research) and integrate these ideas into your answers. Please be sure to cite your sources using the APA style guide (Links to an external site.)