The document discusses various aspects of branding including: 1) Definitions of a brand from marketing perspectives as a name/symbol that identifies goods/services and creates perceptions in consumers' minds. 2) Objectives of branding such as clearly delivering messages, building credibility, creating emotional connections, motivating buyers, and gaining user loyalty. 3) Challenges some companies face in branding like trying to please all customers, doing no branding, and getting stuck in excessive analysis. 4) The importance of branding for aspects like legal protection, unique features, profitability, and corporate image building.

1. BRANDING Difference We Can Make

4. Some Dimensions Of Brand Knowledge BRAND THOUGHTS FEELINGS IMAGES PERCEPTIONS BELIEFS BEHAVIOUR ATTITUDES EXPERIENCES Presenter : Ajit Yadav

11. Conclusion “ Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands.” - Sir Hector Laing, Chief Executive Officer, United Biscuits plc.