Question

Discuss different options for brand elements. Justify with suitable example.

Answer 1

Before going into the four branding decisions, also called brand strategy decisions, we should clarify what a brand actually is. A brand is a company’s promise to deliver a specific set of features, benefits, services and experiences consistently to buyers. However, a brand should rather be understood as a set of perceptions a consumer has about the products of a particular firm. Therefore, all branding decisions focus on the consumer.

We will take a close look at each of these four branding decisions.