8. Exercises 1. Why is the brand larger than the product? What does the brand have in addition to the product? 2. Is only the media fragmented or is it the market that is fragmented or are both fragmented? How does this affect brand development? 3. Why is it so difficult to create a brand? Which in your opinion s the most difficult part of this and why? 4. What is the difference between brand identity and brand position?8. Your learning 1. What is the importance of packaging? 2. How many types of packaging exist? And why do we need so many different types? 165