The objective of this assignment is to discuss Brands & Brand Management. "The most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands. According to Philip Kotler brand is define as a name, term, sign, symbol, design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors" (1997:443). 'The American Marketing Association" which it is essentially a seller's promise to consistently deliver a specific set of features, benefit & services to the buyers and the best brand convey a warranty of quality. (Philip K., 1980)
             A brand can convey up to six levels of meaning. Namely, attribute, benefit, value, culture, personality and user. A brand first brings to mind certain attributes. Thus, the word 'Informatics', which is an Information Technology education center gives the impression of information through technology and their main programme is Information Technology (IT) related. "A brand is more than a set of attributes, consumers are not buying attributes; they are buying benefits. Attributes need to be translated into functional and or emotional benefits". Philip Kotler (1980:444). The brand also says something about the producer's values. Thus, 'Informatics' has built its reputation through information technology programmes. Therefore, graduates who graduated from Informatics will have a better job opportunity as they graduated from a reputable institution. The brand may represent a certain culture. The brand can also project a certain personality. If the brand were a person, an animal, or an object, what would come to mind? "Informatics" may represent an IT expert (person), a reigning lion (animal), or an austere palace (object). The brand suggests the kind of consumer who buys or uses the product or service. ...