The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.



Branding is the process of developing a specific set of identifying marks, symbols and perceptions to distinguish one product from competing products in the same market.

The concept of applying a brand to prove ownership of goods goes back thousands of years, but its use in marketing is more recent. The original aim of applying a brand name to a product was to offer the consumers a guarantee of quality, in effect an assurance that the manufacturer was prepared to be identified as the supplier of the product.

DeChernatony and McDonald (1998) offer the following definition of brand:

A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles