QUESTION 2

(a) A Brand constitutes a name, design, logo or any combination and it does not only represent a product but also it represents the identity and personality of organizations and their offering to the target audience upon which customers make their purchasing decision. As a marketing communicator discuss in details what constitutes branding and the likely benefits it invokes on the consumer, retailer and the manufacturer? (20 marks)

(b) You are a brand manager of a reputable company, your brand has lost its identity. As a brand manager, you have been asked to restore it, how would you go about it?

(10 marks)