The branding strategy of BMW is centred around the basic principles of brand marketing and management. BMW is considered one of the leading producers of luxury automobiles for many years. The company design and manufacture automobiles which promote comfort and quality excellence. European manufacturers like BMW target the upper middle income and the wealthy segment of the market as their customers. Located in Munich, Germany, this car manufacturer had built its reputation as one of the leading car manufacturers in the world. In planning the branding strategy, BMW carefully evaluate how the promotion mix can be applied so that its reputation and brand image are maintained in the market it serves. The branding is an important asset as it has provided BMW with a strong identity and reputation. The branding strategy of BMW strives to build and maintain enduring brand loyalty of its customers. BMW is aware of the importance of clearly identifying the market and delivering products which meets the needs of the specific customers in the market. 

(a) Explain what a brand is. Identify and discuss TWO (2) advantages brands like BMW provide for their salespeople. 

(b) Explain THREE (3) reasons a strong brand equity can help a company in its sales and marketing efforts