Branding is an important tool used to differentiate and achieve a competitive position in the market and in the minds of consumers.  Creating a brand is a long-term process, which requires the effective use of a variety of branding strategies.  

 Branding combined with innovation is crucial to successful growth and increased profits. Hence, knowledge of both new product development and branding is a vital element of any successful marketing programme. Drawing on the knowledge of marketing especially ‘product concept’ and ‘positioning’ from level 1 this module at level 2 further builds branding elements and strategies leading to a comprehensive marketing programme.