Companies like Lacoste go to great lengths to protect themselves through the use of trademarks and copyrights. This BEST represents which of the following advantages of branding?Multiple ChoiceBrands facilitate purchases.Brands establish loyalty.Brands protect from competition.Brands can reduce marketing costs.Brands are assets.

When can a marketer most benefit from branding?When the market is business-to-consumerWhen there are an abundance of indirect and substitute competitorsWhen the product is a physical good When consumers are in a choice situation

What do brands gain when they position their products well?Sustainable advantageCompetitive advantageBoth sustainable advantage and competitive advantageNeither sustainable advantage or competitive advantage

Which of the following is NOT a primary function of branding? Product identification Protection against competition Guarantee of quality Offer promotional discounts

What is brand? Why do brands play a particularly important role in high-involvement purchase decisions? (5 marks)

What is brand? Why do brands play a particularly important role in high-involvement purchase decisions? (5 marks)b) When developing brands within a product mix, marketers may decide to pursueindividual brands, family brands or brands extension. Explain what each of theTHREE (3) branding strategies means. Provide one example for each brandingstrategy. (6 marks)c) Which branding strategy(ies) does Schweppes use for its new water enhancersbrands? Justify your answers. (4 marks)