Commerce Paper 2, Nov/Dec. 2014  
Questions: 1 2 3 4 5 6 7 8 Main
General Comments

Question 6
  1. What is branding?
  2. State three advantages of branding to each of the following:
  1. Manufacturer;
  2. Retailer;
  3. Consumer.


The definition of branding was correctly stated by the candidates.  But advantages of branding to manufacturer, retailer and consumer where not well attempted.  The following responses should be noted.

Advantages to Manufacturer

-           it helps to reduce adulteration of branded goods.
-           it facilitates packaging and advertising.
-           it encourages brand loyalty

Advantage to Retailer

-           It facilitates self service.
-           It increases the retailers’ turnover

Advantages to Consumers

-           It makes selection and choice of products easier.
-           it ensures quality maintenance of products by manufacturers

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