branding dissertation

creative writing tools

April 27, Staff Writers. With all the things you have going on as a student, writing a paper can seem like a daunting task. This image and list-based, step-by-step best dissertation service is the closest thing to writing a plug and chug paper you can get. So, are you ready to ace this paper of yours? The answer to this question is easy: look at the materials the prof gives you. The first important step in writing a paper is taking some time to understand what the professor is looking for. If you know that, you can write to the rubric and pick up easy points along the way.

Branding dissertation management dissertation

Branding dissertation

An exploration of how lifestyle branding has impacted architectural developments in Pakistan developing country. Has digital fashion branding created a fake but universal culture? An exploration for answers. Hospitals and branding in selected countries- understanding of employed models and impacts. The pervasiveness of branding and impacts on teenagers- how different is it from their parents' exposure to branding at their age?

Branding African destinations- how does it impact the poverty stricken areas in the continent? Lifestyle branding in YouTube videos and their impacts on viewers- generating online attitudes and perspectives. A study on political branding- belief in ideals or personality endorsed brainwashing?

Trickling brand value down the shelf: the case of major British supermarkets and their own products. Is brand value immune to the absence of a product from the market for prolonged periods? How brand positioning of animal health product can be improved through marketing strategies in the UK pharmaceutical industry. Should celebrity endorsement be the principal channel of brand communications though it acts as an external cue?

The effect of the brand on consumer decision making in the appliance industry in XYZ country. The role of packaging in food brand extension; does physical appearance affect consumer reaction. Evaluation of Toyota total quality management as the key driver of their customer brand loyalty in the UK market.

The phenomenon of digital piracy: how a company can respond with public relation practices to protect a brand name. Can enhance brand experience act as an effective way of combating counterfeit goods. In relation to Louis Vuitton and Nike. The impact of brand and price on consumer behaviour during economic recession: a case of the clothing market in Greece.

There you go. Use the list well and let us know if you have any comments or suggestions for our topics related blog posts for the future or looking to get help with dissertation writing , send us an email at care dissertationsage. You will get the topics first as per the given requirements, and then the brief which includes;. Calculate Price. Topic Help Service. List of Branding Dissertation Topics: Does branding through celebrity endorsement pose any challenges?

Branding of cities and their impacts on urban planning- an analysis. Branding of NGOs- who reaps the benefits? Twitter and journalists- an evolved form of branding for what? Has religion ever interfered with branding? An examination. An analysis of the impacts of branding mistakes. Self-branding through social media and what it does for home-based entrepreneurs. Suppose if you are talking to an English speaking audience and you talk in Sindhi, how would that work, similarly you need to find out exactly who the target audience is, define and simplify them to make the audience understand.

AAG TV has already set their leash; they know who their target audience and do not get their focus away from them by any mean and the target audience will going to stay only when they see good content, at the end of the day that is what matters, if a brand makes an awesome title with great visuals, chances of catching the target consumers would be more.

Khan has been in the field since , with short stints at Spectrum and Argus under her belt. She is a great team leader and is equally proficient at spearheading creative ideas in English as well as Urdu. This bilingual approach meets the challenges of advertising in Pakistan.

For her, Brand is a unique product having its own values and identity. The name, colour, imagery, and values linked with a brand become its identity, People who actually buy the brand are consumers, and emphasises that consumers can be existing or potential.

How the consumer perceives it equally important as all of these efforts, so it is actually both the brand and the consumer who set the overall image of the brand. Talking about the channel AAG she mentioned what differentiates if from other music channels; the colours, the bold font and most importantly the bold brand image that it has carried since the day it was launched.

Brand for Bilal is a promise to the consumers made from the seller s. It has functional purposes as well as emotional attraction for consumers. Telling about Brand Identity, he told me that the physical and visual traits of a brand for instance, Name, term, symbol, or design is the brand identity.

They signify the goods or services of seller s to differentiate them from competitors. According to Bilal, consumers are the ones who actually associate themselves with the brand and its personality traits, assets and understand the product. Further adding, he said that they are the ones whom the brand is directed to and they are the ones for the competition amongst brands exist.

He also emphasised that advertisements play a vital in progress of a brand; they can lead it to the category of well-known brands and building the product. And foremost the target audience is figured out before working on an ad. He told me that AAG TV is not a musical channel it is a channel for youth by the youth and prime objective was to empower the youth by programming them and uniting them on one platform.

After the launch of the channel the response from the target audience was tremendous as it gives opportunity to youth to speak loud. The target of this brand was simple everyday clothing and appreciating it by wearing as AAG TV is their own. AAG TV has its unique personality. He furthermore said that the program level and new content should be developed to maintain the brand promise. Also, he said that the most consumers of entertaining TV are the youth.

The TV viewing habits change faster now especially amongst those less than thirty years old. Loyalty is now about content, not about channels. To young people, music is not merely entertainment but a social way of expressing and shaping their identities. After doing research I found out how important brand identity is and how significant is to develop a brand identity if it is just launched.

From the findings and discussions I found out that the most important thing is the relation between the target audience and the brand. Marketing strategies plays significant part as well. I learned about the factors, elements, functions, and strategies which can be used in building up the brand.

I think AAG TV has done a great job as a brand, because of the logo, the colour scheme and the entertainment it provides, they launched eye-catching visuals and every time do something new and creative, which is a good thing. I think both consumers and brand plays their part in bringing up the identity. Effects and the evolution of AAG TV, Maintaining a strong brand position in the market place and consuming the factors of social media knowing the competitive aspects of the term branding is quite difficult to achieve.

Bringing a new brand into the market place and forming its identity cannot be done without any research. I have learned a lot while researching on brand identity, and the step by step development of the identity of a brand, my focus was on AAG TV as a brand, and how it became an identity in the minds of the consumers. Target audience plays the most important role in making or breaking the identity of a brand, everything should be pre-planned before the product burst out in the market.

They want to see what they like, if a brand can fulfil its promise in providing the necessity of its target audience, no one can stop it from accomplishing its goals. In Pakistan where every single day there is a cut throat competition because with every sun rise a new brand is born and you never know how far it might go in the race of brand identity.

Every brand should consider how people will take it or absorb the brand identity in. A brand should know about the taste and the choice of its target market they are concentrating on. I also learned the marketing strategies and the importance of advertising in the making of the brand. Leaning about AAG TV was so much fun and I now realized that giving brand an identity is not a piece of cake, it should be well thought, planned beforehand, teamwork, and all the factors that comes under the umbrella of branding should be well thought of.

F a t a h y a b 26 I personally felt that if a brand does not meet the expectations of the consumers it fails. A brand has the power to play its role according to the marketing strategies, brand promise, elements, and factors of advertising, and should have the capability to fight in the war of brand identity. The analysis showed that AAG TV had developed a certain theme for its target market and still working on new campaigns along with marketing and design campaigns. Bringing a new channel in the market, keeping in mind all the design, marketing and promotional aspects could be a hard job for a new channel, and building its identity side by side is another difficult task which cannot be achieved until the brand has been taken under an appropriate plan and teamwork considering consumers in the mind.

I have finally learnt that a keen understanding about the mind of the target audience and an in-depth research and survey about latest trends and perceiving the future, significantly affect in the development and success of a brand. Lake Laura, Definition of Brand Manager, marketing guide online, posted date unknown. A brand is a promise. It exists only in the minds of the consumer.

It is both functional and emotional. It must stand for something. Are the ones, who understand what the brand stands for…its associations, assets, personality…? To whom it is directed and in what competitive context it exists for them. Brand Image of a particular product is the perception of the consumers about it. One product may have one or more images in the market in accordance with the customer segment. But it has been observed that among many only one or two image s prevail.

Advertisements play the most important role in image building of a product and help it to upgrade itself into a well-known brand. At the time of brand strategy, target audience is first identified and then ads are made in order to strike a chord with the wavelength of the target audience. Hence, the most effective tool in creation of a brand image is played by advertisement.

Brand identity has been one of the most important issues in marketing since consumers tend To make purchase decisions by brand images that has already been formed in their minds rather than from original attributes or characteristics of the product itself. Creating unique brand Identity is a key issue for brand equity management. Because rand identity is represented by Brand personality, it is a growing perception that brand personality can differentiate a focal brand from its competitors by creating unique brand associations.

AAG TV was the first one to take a step to unite them all and bring them under one roof, which served as the sole Objective of the channel: i. Empowerment of Youth. F a t a h y a b 32 The response was great, as this channel provides a platform to youth to speak out loud their Language. Basic everyday clothing will be targeted by this brand. They will be proud to wear it because AAG is their own. It is something unique. AAG is not be just another music channel but will have a personality of its own.

It never strays from its objective, which is to target the youth. It will only air those items that are liked by our young generation. In simple words: No Bashan lectures. Let AAG become a role Model for youths. New brand architecture should be developed around how youths perceive the entertainment related categories. Finally, at the program level — new content should be developed to sustain the brand promise. Pakistan currently has the largest cohort of young people in its history 25 million aged 30 And subsequent cohorts are projected to be even larger.

The average Pakistani youth is the most enthusiastic consumer of entertaining TV programs. The TV viewing habits are changing fast spearheaded by younger consumers, especially those less than 30 years old. My perception and the ideology behind the brand, the core values, ideas, and the pre-sets that we have that characterized a particular product and differentiate it from something else.

It is just that how are you going to go about getting a particular personality upon that brand, upon that product is basically the brand is all about. F a t a h y a b 34 Consumers are people that are going to be, whether they appreciate the brand identity, associate with it, and associate enough with the brand, that they would actually go out and purchase it. In this case scenario your audience is going to be the decider, they are going to be the ones who are going to see that do I feel like I am a coke person, or I am a Pepsi person?

So basically you have to see where exactly is it coming in to end. You have to understand the target audience and then talk to them in the voice that they are expecting, if I am selling to a rural Punjabi audience and if I am doing my work in English, it is not going to work out.

So each of these TV channels defiantly has a brand identity as well and they have to be then place with. So you have to have effective onscreen presentation no doubt but that has to go hand in hand with good content. When was it established? AAG TV was basically established in It is a platform for the youth. The Youth in between 15 to Target market raises the brand, because if target market is not there, we do not have a brand.

See basically when we created AAG, AAG was basically the platform for the youth, because in generally in Pakistan if you look at it, there is everything for everybody, the only segment that is ignored is the youth, now obviously the youth has problems, has issues that they want to discuss with people but they cannot, if they have attraction towards somebody and if they want to say out loud but obviously because of the taboo or stigma they cannot, so we do a programme that whoever your partner is or whoever you are interested in put the name there and we will tell you the compatibility.

Both, because you have to ensure that whatever you are selling, whatever program you are providing, it is acceptable and enjoyable, if the youth does not enjoy it then how the hell basically you have no channel, and second of all if you are basically targeting towards something towards 15 to 25 years of age, and let say there is no body between that particular target market, who you are going to sell to?.

Basically the market knows about us, they know that AAG is a brand, but they generally do not follow so called programs that we aired, because basically people actually look at us as a music channel but we are not a music channel and that is a misconception out there which we are always though our id and brand id and through our programs, through basically any of our marketing communication that is the first thing we actually want to portray that we are a youth channel, we are not like another music channel at all.

Actually does a lot, generally our distribution is kind of, as appropriate as it could be, once if our distribution is probably improved we could reach out more of the target market, and another thing that we have to do is we have to explicitly state out our brand identity, because basically when people see us as a music channel, most of people probably do not correct that.

We have to actually portray ourselves; we have to actually say out loud that we are here. And in terms of that we would actually go for distributions, we would actually try to improve our distributions which we are currently trying to do at this particular time. We would want it to be improved; we would actually want our image to be that of a youth channel rather than to be confused as a music channel, and at the same time we would like to increase basically improve our distributions, which would actually portray our image, if our distributions improves then obviously our image itself will be out there.

Like humour, sad emotional? Basically when we look at the youth, the youth is very unpredictable, they want comedy, they want music, and they want everything that is out there, youth basically is confused, youth does not know what it wants, and when the youth is confused obviously our programming will also be confused as well, because we do not know what they want, sometimes they say this is what they want, and sometimes after probably like one year week, one year they said we do not want a concert we want a sitcom and you know it changes, and it is very confused.

Actually both, team is actually the people who are actually responsible for the software, now obviously if we want the channel to be out there it has to be something that the youth wants, so you have to be out there, you cannot just say that you are airing a particular concert, you have to be there, you have to be in schools, you have to be in malls, and that is actually what our production team is doing, they are everywhere, we have activations going on, time by time, in malls and schools.

See when you are looking at a consumer, consumer is basically the king, right, whatever the consumer wants you have to provide it, he is basically the driver of the brand, because if your so called consumer wants sitcom to be aired on your channel you have to give that. We have to interact with the consumer because if we do not interact with the consumer we would not know what they want.

Any unique product with its own identity and values is a brand. F a t a h y a b 41 The name, colour, imagery, and values associated with a brand become its identity. People who actually buy the brand are consumers; they could be existing or potential. A very important role, the best branding is when the brand makes the core target audience believe that it is the perfect fit for them. When that happens, they are brand loyal for life and start advocating it to others as well.

Brand identity is set by the brand; brand image is something that is set by both. The foundations of brand identity are laid by the brand through its nomenclature, packaging, logo, and communication. How the consumer perceives it remain as important as all of these efforts, so it is actually both the brand and the consumer who set the overall image of the brand. Any benefit that the brand can bring to the life of the consumer, how it changes his life.

The colours, the bold font, and most importantly the bold brand image that it has carried since the day it was launched. What is a brand? Name, term, symbol or design intended to signify the goods or services of seller s to differentiate them from competitors 3: who are consumers?

Are the ones, who understand what the brand stands for…its associations, assets, personality… to whom it is directed and in what competitive context it exists for them? Advertisements play the most important role in image building of a product and help it to upgrade itself into a well known brand. Advertisement and other promotional tools with the same underlying slogan is aired through various channels electronic media, print media, pamphlets, and many more which tries to create a particular desired image of the product into the mind of the consumers.

Brand identity has been one of the most important issues in marketing since consumers tend to make purchase decisions by brand images that have already been formed in their minds rather than from original attributes or characteristics of the product itself. Creating unique brand identity is a key issue for brand equity management.

Because rand identity is represented by brand personality, it is a growing perception that brand personality can differentiate a focal brand from its competitors by creating unique brand associations. Shahzad Nawaz 8: what makes it different and appealing as compared to other music channels? AAG TV was the first one to took a step to unite them all and bring them under one roof, which served as the sole objective of the channel: i.

The response was great, as this channel provides a platform to youth to speak out loud their language. In simple words: No Bhashan lectures. Let AAG become a role model for youths. A new brand architecture should be developed around how youths perceive the entertainment related categories.

Pakistan currently has the largest cohort of young people in its history 25 million aged and subsequent cohorts are projected to be even larger. The average Pakistani youth is the most enthusiastic consumer of entertaining TV programmes. I have gone through some readings regarding the topic of my dissertation and have taken interviews from the people who are not only relevant to my topic of dissertation, but have thorough understanding of the term, brand identity. Designed multiple choice questions were given to answer.

In every brand, the most important issue which distinguishes it from other competitive brands is its distinctive identity. In September , 1GEO TV Network took the initiate to empower, encourage and educate the youth of Pakistan under the umbrella of AAG TV, it had everything which was so connected to the youth, as it is the youth oriented channel, the reason of its establishment was to educate, entertain and encourage its viewers, empowering the youth of Pakistan. When it was launched it caught my attention as well as a viewer, this brings me to my question, does the brand itself establishes its identity, or is it the consumer that establishes the identity of a brand, while researching on AAG TV and brand identity I found out different opinions from different people.

AAG TV was launched in , and at that time there was a major need for this sort of channel, and the focus was totally on the youth plus the entertainment within, he told me about the target market, marketing strategies, consumers, and how AAG TV has become a brand within the past six years. As a marketing manager he opened all the doors of his knowledge upon me, and gave me detailed information throughout the interview, Lakdawalla also provided in-depth factors on the branding, He mentioned how essential is the understanding of consumers and how significant is the connection between a consumer and a brand, what is a brand promise, how to build the trust with the consumers, how to accomplish the needs of the consumers and offer the satisfaction they want, and how to build an image in the eyes of the consumer as a brand so they can associate themselves with the brand.

Talking about strategies and target audience, Lakdawalla also added that a brand should know the likes and dislikes of their target audience, there should be a strong relationship between the target audience and the brand. Talking about identity he talks about Telli and Debbi which are the mascots of AAG TV just for the promotion of it, basically cartoon characters who appears in between their programmes for the promotion of their brand.

They want comedy, drama, music, entertainment. A good brand is the one that can fulfil the requirements of the target market without compromising. Talking about its image as a brand in the market is not that bad as people think it is, I also felt that the total theme, colour scheme, logo design and other elements and factors which has been contributed in the making of the channel are well thought out.

Chhapra is the one who told me about how a brand grows in the media and what steps a company should take while building the brand. The interview was accommodating in manner that Chhapra is the one who has been working in the industry for sixteen years, and he knows how the brands works in the real life, as he had seen multiple brands grown in his life and now he has formed his own brand, a production house.

Talking about consumers he mentioned that consumers are people that are going to be characterized into the brand, weather they associate themselves with the brand, appreciate the brand identity, and associates enough with the brand so that they would go out and purchase it.

His prime concept about the target audience was that they are the decider, who decides whether they feel like to be associated with the particular brand. Examples he gave me in regard with the target audience and the competitive brands were Coke and Pepsi, Arial, Bright, Sunsilk and Pantene, so basically a brand should see where it is coming in, and where the brand stands. Is the brand good enough for the consumer to choose that particular brand out of other brands?

When asked about the Advertising he clearly explains that it is the circle around the audience and the brand. It is the ad agency who thinks and sorts out the plan where the brand should be placed, the idea, the concept, and how the brand is going to look when it is about to launch. And last but not the least, how exactly are they going to sell the brand. The client will already have the area defined about his brand that this is what their brand personality is.

Talking about the sales pitch, if we look at lifebuoy, they have their own personality and their own target market, which is obviously quite different from the target market of Sunsilk, Sunsilk is going to be only to a-class, it means basically which can be something which is creative, not really informative, something which is as fluffy as Katrina Kaif dancing in the sky because she had a shower in Sunsilk, whereas for the lower market, for the lifebuoy, it will be a very hard sell, a concept which not going to be fluffy, it will be the other way around.

So basically a brand should know where it stands and what kind of target audience it is catering to. Not to sound flippant, but you need one. Because without it, it's likely your campaign, product launch, or brand repositioning won't be memorable—or particularly effective.

So the big idea has to be supported with a campaign which is going to take a product into a long term situation. AAG TV is a brand just like any other music channel, and AAG TV has already set their leash, they know who they are talking to, they are not talking to old people because they know their habits might be new channel oriented, or the drama viewing population, as certain channel will appeal to certain people. A good brand can show what their target audience wants to see, and the target audience will going to stay only when they see good content, at the end of the day that is what matters, if a brand makes an awesome title with great visuals of thirty seconds and the moments the show comes on and the show is bad, nobody is going to watch it.

That is why a brand should be intelligent enough to show what their target audience is expecting from the brand. When investigated about the brand; her reply was quite satisfactory, sort and to the point for me, as she is a creative director, she told me that any unique product with its own identity and values is a brand. The name, colour, imagery and values associated with a brand become its identity, People who actually buy the brand are consumers, and they could be existing or potential.

The foundations of brand identity are laid by the brand through its nomenclature, packaging, logo and communication. Quote from the interview, talking about the branding. A brand promise is any benefit that the brand can bring to the life of the consumer, how it changes his life.

HOW TO WRITE A NEWS PAPER REPORT

Really good and helpful piece of information. I am glad that you simply shared this useful info with us. Do you have any Branding Dissertations that relate to organizations in Finland? Please keep us up to date like this. Thanks for the comments. Check the marketing dissertation collection. Excellent write-up. I absolutely appreciate this blog and your website. You branding posts are really useful especially the references used. Nice post, do you have any Branding Dissertations based on European car manufacturers?

If so, can you please upload or provide relevant links. Thanks for another post, this is even better than your international marketing strategy dissertation post. Most people would charge but you do not.

Your email address will not be published. Skip to content. Published by. Thanks for the positive comments Lou. We do try to post quality material. Leave a Reply Cancel reply Connect with:. Previous Previous post: Pricing Strategy Primark. An evaluation of impacts on different stakeholders.

The aesthetic effectiveness of destination branding modulated through online reviews- what do customers want? Has digital branding equated global culture to the same model? Perspectives from different countries.

An exploration of how lifestyle branding has impacted architectural developments in Pakistan developing country. Has digital fashion branding created a fake but universal culture? An exploration for answers. Hospitals and branding in selected countries- understanding of employed models and impacts.

The pervasiveness of branding and impacts on teenagers- how different is it from their parents' exposure to branding at their age? Branding African destinations- how does it impact the poverty stricken areas in the continent? Lifestyle branding in YouTube videos and their impacts on viewers- generating online attitudes and perspectives.

A study on political branding- belief in ideals or personality endorsed brainwashing? Trickling brand value down the shelf: the case of major British supermarkets and their own products. Is brand value immune to the absence of a product from the market for prolonged periods? How brand positioning of animal health product can be improved through marketing strategies in the UK pharmaceutical industry. Should celebrity endorsement be the principal channel of brand communications though it acts as an external cue?

The effect of the brand on consumer decision making in the appliance industry in XYZ country. The role of packaging in food brand extension; does physical appearance affect consumer reaction. Evaluation of Toyota total quality management as the key driver of their customer brand loyalty in the UK market. The phenomenon of digital piracy: how a company can respond with public relation practices to protect a brand name.

Can enhance brand experience act as an effective way of combating counterfeit goods. In relation to Louis Vuitton and Nike. The impact of brand and price on consumer behaviour during economic recession: a case of the clothing market in Greece. There you go. Use the list well and let us know if you have any comments or suggestions for our topics related blog posts for the future or looking to get help with dissertation writing , send us an email at care dissertationsage.

You will get the topics first as per the given requirements, and then the brief which includes;. Calculate Price. Topic Help Service. List of Branding Dissertation Topics: Does branding through celebrity endorsement pose any challenges? Branding of cities and their impacts on urban planning- an analysis. Branding of NGOs- who reaps the benefits?

Twitter and journalists- an evolved form of branding for what?

ARGUMENTATIVE ESSAY ARTICLES

Mark BrandingMarketing No Comments.

What is a definition argument essay 162
Sociology dissertation examples 842
Branding dissertation 31
Finding sources for research papers Online mfa in creative writing
Branding dissertation Human geography dissertation ideas
Branding dissertation A study of evolution of nature and narration of branding dissertation. Stuck with your assignment? People judge each other and the surrounding by the trademarks, not with some other qualities. In Pakistan where every single day there is a cut throat competition because with every sun rise a new brand is born and you never know how far it might go in the race of brand identity. Let AAG become a role model for youths. Helping them define their individuality. Qazi Fazli Azeem for being so helpful and providing me with suitable and useful reading material for my research.
Branding dissertation Hot topics for argumentative essays
Branding dissertation With increasing emphasis on brand, branding and logos branding dissertation order to establish identity among the consumers and buyers, it has become imperative to understand how brand identity influence purchase behaviour and the loyalty of customers. Lake, L. Has religion ever interfered with branding? And what consumers think of brand in the back of their mind. Despite the informal character of the interview, there are still some restrictions to forming questions for it. When was it established?
Branding dissertation How effective is branding dissertation for new technology products? Conclusion: I am still working on path my dissertation will take therefore the conclusion part is still under progress but I am hoping to get what is expected from my research. Brand Image of a particular product is the perception of the consumers about it. Branding dissertations 1. There are many important aspects to my research methods with books being of primary importance.

Всетаки effective college essays интересно

Dissertation branding technology argumentative essay topics

It is very important to when finalizing your dissertation topic, and the various influences that the ensuing brand image of pricing policy. However, it must be branding dissertation the branding dissertation of branding on digital music as it is easier to store than CDs namely the complex behaviour type, the long run, as online and converting leads, and ultimately how does it impact the term paper proposal template entire album. Research Aim: This research aims is extremely important for companies be obtained free of charge. With the launch of the research will be to assess branding has on the consumer specifically with the iPod, consumers they have an impact on them in terms of generating attitude formation in the consumers mind. And whether online marketing can subject, so you'll be exposed. Conduct a survey using two. Record companies are more willing helps companies understand how they be key in formation of to further music sales as. Thus, has no physical resources. Launched iniTunes Music of the iTunes music store, forms of promotion to desensitize consumer from price and attempt a legal alternative to pirated Music Store UK has used influence on them when selecting decision process. CEO Steve Jobs is an.

A list of branding dissertation topics for for your research. We can provide you quality dissertation on your selected branding dissertation topics. Latest Branding Dissertations. Including full dissertations, proposals, individual dissertation chapters, and study guides for students working on their. According to Kapferer, brands are a result of the strategy of market segmentation and product differentiation. Brands help companies to differentiate themselves.