Chapter 6 Discussion Questions

1. Describe the relationship between branding and marketing.

The relationship between branding and marketing is strong and essential. Marketing supports the development of brands in all of its stages; it plays an integral role in the creation of the emotional value through the shaping of the brand personality and then communicating it to the outside world through its various communication channels. We can categorize many of these marketing activities into internal and external activities.

2. How does the decision-making process differ between that of luxury brands and mass-market brands?

 Personality is the component of the identity with the stronger impact because it represents the philosophy and attitude of the brand and, as such, greatly shapes the other identity choices. Personality develops and matures over time through activities, stories, decisions, and interpretations of the corporate vision and strategy. In many ways, lifestyle brands are positioned highly on personality.


3.Explain the meaning of "brand identity" and highlight its role in the positioning strategy.

Branding adds a new dimension to the product as well as a new set of emotional values. In a way, it humanizes the product and establishes an emotional relationship with buyers. While buyers consume their products, they basically experience the brand through its identity. Identity is a combination of the visual/audio symbols and the personality.