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INTRODUCTION Brands The objective of this assignment is to discuss Brands Brand Management The most distinctive skill of professional marketers is their ability to create maintain protect and enhance brands According to Philip Kotler brand is define as a name term sign symbol design or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors 1997443 The American Marketing Association which it is essentially a sellers promise to consistently deliver a specific set of features benefit services to the buyers and the best brand convey a warranty of quality Philip K 1980 A brand can convey up to six levels of meaning Namely attribute benefit value culture personality and user A brand first brings to mind certain attributes Thus the word Informatics which is an Information Technology education center gives the impression of information through technology and their main programme is Information Technology IT related A brand is more than a set of attributes consumers are not buying attributes they are buying benefits Attributes need to be translated into functional and or emotional benefits Philip Kotler 1980444 The brand also says something about the producers values Thus Informatics has built its reputation through information technology programmes Therefore graduates who graduated from Informatics will have a better job opportunity as they graduated from a reputable institution The brand may represent a certain culture The brand can also project a certain personality If the brand were a person an animal or an object what would come to mind Informatics may represent an IT expert person a reigning lion animal or an austere palace object The brand suggests the kind of consumer who buys or uses the product or service Philip K 1994 History Of Branding Much earlier advertising and marketing in the literal sense were thus done on a personal basis with the
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