Lesson 2 Overview

 

Introduction

In this lesson, we will explore the fundamentals of branding and why companies of all sizes invest heavily in their brands. There are so many products and services competing for a consumer’s attention that it is essential for businesses to make branding a priority so that consumers have a favorable opinion and are able to differentiate the brand from that of the competition.

Branding goes beyond the name or logo and is a combination of many other factors, including packaging, product performance, and the consumer’s perception and knowledge with the brand. It’s essentially the sum of all contacts a consumer has with that particular brand, including that of the integrated marketing communications used by the company.

Objectives

Here are the objectives for this lesson:

• Describe the modern definitions of the brand
• Describe branding and its fundamentals.
• Discuss why branding matters in the marketplace.
• Explain how brands use a universal language to become more memorable and valuable to their customers.
• Discuss if truth is in advertising or in the general media that we consume each day.

Lesson Readings and Activities

By the end of this lesson, make sure you have completed the readings and activities found in the Lesson 2 Course Schedule.