7. General characteristics of Branding.

A brand is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Branding began as a way to tell one person's cattle from another by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.

Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand.

8. Promotion.

Promotion is one of the market mix elements, and a term used frequently in marketing. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. These are:

1. To present information to consumers as well as others.

2. To increase demand.

3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff. The UK version of My Coke Rewards is Coke Zone.

9. Diversification strategy.

Strategy of diversification assumes working out of new kinds of production simultaneously with development of the new markets. Thus the goods can be new to all enterprises working in the target market, or only for the given enterprise. Such strategy provides profit, stability and stability of firm in the long-term future. It is the most risky and expensive.

To be engaged by diversification the enterprises compels a number of the reasons among which one of the main things are aspiration to reduce or distribute risk («not all eggs in one basket»), and also aspiration to leave with stagnate the markets and to receive financial benefits from work in new areas. Last two factors – the stagnating market and aspiration to master new spheres of activity - are the main reasons диверсификации. Naturally, diversification assumes revealing of that kind of activity (production) in which it is possible to realize most effectively competitive advantages of the enterprise.

At the analysis it is necessary to consider, that diversification has positive and negative sides. The main danger for diversification is connected with dispersion of forces, and also with management problems of diversification enterprises. Actually, the problem of controllability of the large companies also has led to development of methods of portfolio analysis. Practice of the western management testifies, that probability of success of separate strategy of growth not similar owing to reduction synergetic effect: for the old goods in the old market this effect makes 50 %; for the new goods in the old market - 33; for the old goods in the new market - 20; for the new goods in the new market - 5%5.

By analogy to other matrixes of portfolio analysis advantages of Ansoph’s matrix are simplicity and presentation of representation of possible strategy, and lacks - unilateral orientation to growth, the account only two, though also the major, factors (goods-market). It is necessary to notice, that the specified strategy is present at the list of the specified strategy of firm Arthur D. Little.