a) What is branding?
b) State three advantages of branding to each of the following:
- Manufacturer;
- Retailer;
- Consumer
Explanation
a) The definition of branding was correctly stated by the candidates. But advantages of branding to manufacturer, retailer and consumer where not well attempted. The following responses should be noted.
b) Advantages to Manufacturer;
- it helps to reduce adulteration of branded goods.
- it facilitates packaging and advertising.
- it encourages brand loyalty
Advantage to Retailer;
- It facilitates self service.
- It increases the retailers’ turnover
Advantages to Consumers;-
- It makes selection and choice of products easier.
- it ensures quality maintenance of products by manufacturers