Branding refers to the process of dividing a firm's total customer base into homogeneous clusters in a way that allows management to formulate unique marketing strategies for each group.

Question

Quizplus · Accepted Answer

Branding is the process of creating a unique identity and image for a product or company in the consumer's mind, not dividing customers into clusters. The process described is market segmentation.

Branding Refers to the Process of Dividing a Firm's Total