sales and marketing 14


Every business wants to be a customer’s first choice. Building and managing a brand can play a significant part in making that happen. Branding involves creating a logo, name, or other recognizable images in the consumers mind to form a significant presence in the marketplace. It differs from marketing but is a major element in advertising campaigns and provides consistent themes that help to attract and retain customers.

Read the following chapters in the assigned text:

Chapter 11: Managing successful products, services and brands.

Watch: What is Branding?

Watch the LinkedIn Learning sections: Sections 1, Understanding Branding & Section 2 , Defining the Brand from the course Branding Foundations with Drew Boyd

Watch: Steve Jobs on the Secret of Branding

Watch the LinkedIn Learning sections: Sections 3, 4, & 5 from the course Branding Fundamentals with Drew Boyd

Watch: Measuring Brand Performance

Watch the LinkedIn Learning sections – Section 6 and the Conclusion from the course Branding Fundamentals with Drew Boyd

Branding and Brand Management

The components of a brand encompasses the product itself, the product packaging, the brand name, the promotion, the advertising and the overall presentation. Almost everything in today’s market is branded and consumers have a greater preference for branded products. Moreover, consumers have an increasing tendency to know more about the brands they buy, and see more aspects of them and the context in which they operate in the brands they support. They even feel a different relationship to different brands contingent on the type of subjective needs that the brands do or don’t satisfy. Suffice it to say, brands are the lasting assets as long as they are kept in good shape and continue to offer consumers the value they require. As a consequence, most successful brands continually improve or update their products to remain competitive or to meet changed market requirements.


Read the following and respond:

Select a company with a well-known branding campaign such as Apple, Microsoft, Google, McDonald’s, or others. Identify what the branding is, what the company did to brand itself and distinguish it from others? Why it is effective?


  • Minimum Page Length – 2 full pages (excluding title/header and reference list); 12-point Times New Roman; double spaced; and page numbering.
  • Be sure to answer the entire question to receive maximum credit for this task.
  • Use and include information from the weekly course content and outside sources to support the conclusions contained in the paper.
  • All sources should be cited in proper APA format (in-text citations and a reference list).