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DAUBRY JULIEN 01008906 Coursework 2: MK32003 Marketing policy BRANDING Part 1: Briefly summarise the article Branding is an old powerful strategy tool used to accelerate market awareness and acceptance of new products entering a market. It has been successful in the past, and has evolved as a way to attract and keep customers by promoting standing or image. The traditional role for a brand is to identify the product of an organisation, and its differential advantage throughout a name. Some firms have even considered that the brand was more important than the product itself, and have preferred spending money into branding more than in product research; but importance of the product is beginning to be emphasized. The most fundamental problem regarding the issue of branding is what name to use. A name should have four characteristics, including distinctiveness, relevance, memorability, and flexibility, to ensure success with branding. Subsequently, it is imperative...

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