DF1.docx BUSI 520 Discussing Branding Liberty University BUSI 520: Strategic Marketi

DF1.docx    BUSI 520  Discussing Branding  Liberty University  BUSI 520: Strategic Marketing Management  Concept of Branding  Branding is essentially the result of finalizing the idea of how to market your specific product. Branding brings together all of the assets and abilities of your product. Then, they are combined into a single, purpose-driven statement to create a unique image of what your product is all about.  €œCorporate brands are marks denoting ownership; image-building devices; symbols associated with key values; means by which to construct individual identities; and a conduit by which pleasurable experiences may be consumed € (Abratt & Kleyn, 2012, p. 5) Branding can be  broken down into the following four strategies: stand-alone or family, national or store, licensing, and co-branding. Stand-alone or family branding is determining whether or not your product is included in a bigger