Often, confusion exists around the concept of product and brand. Are the two same or different? If product is not same as brand, then what distinguishes the product from the brand? A product is anything that can be offered to a market to satisfy a want or need’. Marketed products include physical goods like salt and pepper, services like banking and insurance, experiences like theme parks, events like shows and exhibitions, persons like political candidates, or organization like UNESCO. The concept of product is broad. It includes anything which is offered for the purpose of satisfying consumer needs or wants. Level of Consumer Involvement Consumer involvement can be defined in terms of the level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus (e.g. from viewing an ad or evaluating a product or service.)