PJ enterprises decided to launch a new range of washing machine with inbuilt water softener which can be used effectively in the areas where the water is hard. Instead of marketing the product by generic name, the company has decided to call it 'easy wash'. Identify the marketing function highlighted above.

Branding

Branding: A very important decision area for marketing of most consumer products is whether to sell the product in its generic name (name of the category of the product, say Fan, Pen, etc.) or to sell them in a brand name (such as Pollar Fan or Rottomac Pen). Brand name helps in creating product differentiation, i.e., providing basis for distinguishing the product of a firm with that of the competitor, which in turn, helps in building customer’s loyality and in promoting its sale.