1- Why are brands very important? 1- Brandingis the process by which firms distinguish their products from that of their competitors and it is important because Better perceptions outsell better products 2- What is brand loyalty? 2- Brand loyalty reflects both a positive attitude to a brand and the behavioural repeat purchase probability of buying the same brand. 3- What is brand image? 3- The impression in the consumers' mind of a brand's total personality Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. See also corporate image. 4- What is brand stretching? 4- brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. 5- What is brand awareness? 5- the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services. 6- What is brand name? 6- a name given by the maker to a product or range of products, especially a trademark. 7- What is product launch? 7- A product launch is a critical time for an early stage company. The success of the next product launch could determine your company's survival.