(a)Explain branding and give two suitable examples. (b) In which five ways does branding affect the consumer?

(a) Branding and examples

Branding is the practice of giving a product a distinctive name, symbol, mark, sign or design that identifies it and distinguishes it from similar products of competitors. The brand enables consumers to recognise the product and associate it with a particular quality and manufacturer.

Two suitable examples: Peak (milk) and Omo (detergent). Other acceptable examples include Coca-Cola, Indomie, Dettol and Bournvita.

(b) Five ways branding affects the consumer

1. Easy identification: Branding helps the consumer to identify and locate a preferred product quickly among many others.
2. Assurance of consistent quality: A well-known brand guarantees a uniform standard, so the consumer knows what to expect on each purchase.
3. Builds loyalty and confidence: Satisfaction with a brand builds trust, making the consumer a repeat buyer.
4. Higher prices: Advertising and packaging costs of popular brands are passed on to the consumer, so branded goods often cost more than unbranded ones.
5. Guides choice and reduces risk: Branding simplifies decision-making and protects the consumer against imitations and inferior substitutes.