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Branding & Positions establishing an identity for a product that differentiates it from the competition; made up of a brand name, logo, slogan, and trademark which assists in creating brand loyalty; letters, words or numbers that can be verbalized; Brand Loyalty - what happens when consumers make repeat purchases of the same brand Logo - part of the brand in the form of a symbol that is usually registered. A brandmark and trademark are examples of logos; Slogan is a catchy phrase used to remind the consumer of a company or brand; and to build loyalty; to convey the image of the product; retain customer's loyalty; to gain a position in the market; to aid advertising; and to aid promotion National Brand - product which is branded by a manufacturer and is typically supported by heavy advertising. Coca Cola and Heinz Ketchup would be examples of this. Private Brand - also called a store brand. It is manufactured by a well-known manufacturer, but is labelled with a retailer's brand. Inglis makes Kenmore for Sears. A private brand will have a lower price than a national brand. Generic Brand - also called a no name brand. This has the lowest cost because the labeling and packaging is cheaper and there is no promotion for this type of brand. Positioning is about the place a brand occupies in a market in the minds of the consumers. Strong brands have a clear, often unique position in a market. Positioning a product means that some people will not want the product, therefore, marketers have to be prepared to alienate some consumers. Marketers make specific choices about how to position their products/services in order to create an image of the brand that they want the consumer to accept. Positioning can involve brand name, image, packaging, the way it is delivered, or a combination of these.