Transcript 1.3.2-Branding-and-p..

I N PAIRS


Identify a top brand in each of the following markets:

Ice cream

Teenage fashion

Sportswear

Frozen food

Technology
Explain how the brand communicates with the target
market, what is the brand message?
T HEME 1:
M ARKETING
Edexcel Business
AND PEOPLE
1.3 MARKETING MIX AND STRATEGY
1.3.2 B RANDING AND PROMOTION
1.3.2 B RANDING

AND PROMOTION
In this topic you will learn about

Types of promotion

Types of branding

The benefits of strong branding:

added value

ability to charge premium prices

reduced price elasticity of demand

Ways to build a brand

unique selling points (USPs)/differentiation

advertising

sponsorship

the use of social media

Changes in branding and promotion to reflect social trends:

viral marketing

social media

emotional branding
THE MARKETING MIX

- P ROMOTION
Promotion is the activities designed to communicate with the
market thereby increasing visibility and sales of a product
Why will businesses use a range of promotional techniques?
E LEMENTS
OF THE
P ROMOTIONAL
M IX
Create a grid of advantages and disadvantages of each type of promotion mentioned.
E LEMENTS
OF THE
P ROMOTIONAL
M IX
Explain one advantage of using posters as an advertising media.
Assess to what extent this advert is meant to be persuasive.
P ROMOTIONAL

Promotional decisions are influenced by a number of
factors including:

Firm’s have to
be careful not
to offend
existing
customers or
society!
DECISIONS
Market segmentation and positioning
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Will the message appeal to the target market?

Does the promotion support the rest of the marketing mix
and correctly position the product relative to competitors

Internal constraints e.g. the size of the promotional
budget or the firm’s ethical objectives

External influences

Technology

Competitors’ actions

Social trends
1.3.2 B RANDING

AND PROMOTION
In this topic you have learnt about





Types of promotion
Types of branding
The benefits of strong branding:

added value

ability to charge premium prices

reduced price elasticity of demand
Ways to build a brand

unique selling points (USPs)/differentiation

advertising

sponsorship

the use of social media
Changes in branding and promotion to reflect social trends:

viral marketing

social media

emotional branding
R ESEARCH
TASK

Choose a business and put together a poster of
how it promotes itself and why these particular
methods are used.

You should also discuss their brand and how this
promotion suits/ reflects their branding.