Lecture-1 Dated: 22-4-2012

2. Sessional Criteria
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

3. Branding Defined
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

7. Why brand?

8. differentiation

9. clarity

10. loyalty

12. What is a brand?

13. a good brand elicits thoughts…
a great brand elicits feelings.

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