Course Title:

NEW PRODUCT DEVELOPMENT AND BRANDING

Student Name:

NAUMAN BASHIR

Roll No:

MMKT-IAS-50-R-F19

Course instructor:

MR. ADNAN

Program:

MASTERS OF MARKETING

Session:
2019-21
QUESTION NO 5

Difference between branding and marketing.

Answer

Branding

1) Branding is your ‘why’. What do you stand for? Your values and ethics. This is the
reason why you are in business and what you promise your clients. It’s how consumers
feel about your business, services or products. This is the basis for your entire reputation.
2) Branding is big picture thinking. It involves long-term strategies, and future planning and
positioning.
3) Branding is about building loyalty with your clients so that they keep coming your
business is.

4) Branding is a long-term strategy where you build a reputation for your business .

Marketing

1) Marketing is the ‘how’. It is the process you go through in order to make more sales. You
may market online, face to face or even print. This is a process, not a position.
2) Marketing is focused on immediate, short-term outcomes and is often deadline
dependent. It may promote a single product or service rather than the entire brand
offering.
3) Marketing is about generating an immediate response from the customer. Marketing
evokes action. This is all about activating customers and increasing sales.
4) Marketing is a short-term solution to get a quick result. It is often based on the mind of
the consumer. It creates longevity and takes time to develop.

QUESTION NO 2
Sketch The steps involved in Product Development (PD) Process Funnel?
Answer
 discovery

exploration

build the business case

development

testing and validation

launching

QUESTION NO 3

Briefly answer criteria to choose Brand Elements?

Answer :

There are 6 integral criteria for choosing your brand elements:

• Memorability.

• Meaningfulness.

• Likability.

• Transferability.

• Adaptability.

• Protectability.

QUESTION 4:

State internal & external parameters of branding?

Answer:

Internal branding
Internal branding is all about brand strategy its the thoughtfulness and planning that goes into
everything associated with your brand. Think of internal branding as the behind the scenes work
that goes into making your brand a brand. Internal branding will help your business define what
attributes your brand has, what emotions it evokes, what your customer needs are, how to help
them solve their problems, and how to position your brand.

External Branding

External branding includes all the elements that people can see such as your logo, social media,
brand colors, blog, and print and web design.Your external branding is like your billboard: it’s
what connects your potential customers to your brand, makes them interested, influences their
opinion of your brand, and ultimately makes them invest in your products or services. It’s the
visual branding and design that makes your customers engaged with, and eventually loyal to,
your brand.

QUESTION NO 1

Sketch Customer based brand equity Pyramid Model. How you classify “McDonald” according to
this model?

Answer
Customer based brand equity determines the level of brand association in the consumer mind on
the basis of the core principles of the given pyramid
Key factors which support mcdonald is

1) creativity
2) high brand equity
3) Immediate performance
4) High resonance
5) Clear in meaning
6) Imagery
7) Feelings, warmth and fun