ILO
a) Types of promotion b) Types of branding c) The benefits of strong branding: - added value - ability to charge premium prices - reduced price elasticity of demand d) Ways to build a brand - unique selling points (USPs)/differentiation - advertising - sponsorship - the use of social media e) Changes in branding and promotion to reflect social trends: - viral marketing - social media - emotional branding |
Week 1 isolation guidance |
a) Types of promotion
What different types of promotion can you think of?
What factors will affect a business choice when deciding on types of promotion? |
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Advertising
Assess the importance of advertising to a company such as Iceland?
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Sales promotion
Assess the benefits of sales promotion to companies such as Tesco?
What might the disdvnatgaes be of promotion?
Tesco has been fined £300,000 after admitting it misled customers over whether strawberries on sale were genuinely "half price".
Trading standards officers said the £1.99 strawberries on sale in Sheldon, Birmingham, in 2011 had not been for sale at £3.99 long enough.
http://www.bbc.co.uk/news/uk-england-birmingham-23755
Trading standards officers said the £1.99 strawberries on sale in Sheldon, Birmingham, in 2011 had not been for sale at £3.99 long enough.
http://www.bbc.co.uk/news/uk-england-birmingham-23755
Sponsorship
How would the following sponsorship's work?
What are the benefits associated to sponsorship for football teams?
What are the benefits associated to sponsorship for football teams?
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What are the potential drawbacks of such sponsorship's?
Why do businesses continue to do it?
Why do businesses continue to do it?
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B) Types of branding
Corporate branding
Think about the branded products you recognise in the above image.
They are all associated to corporate brands such as Nestle, Modelez etc.
Why do you feel these corporations have their branding on all of these products?
What issues might this cause?
They are all associated to corporate brands such as Nestle, Modelez etc.
Why do you feel these corporations have their branding on all of these products?
What issues might this cause?
C) The benefits of strong branding
Using the key terms word mat, what do you feel the main benefits of strong branding are?
d) Ways to build a brand
Thinking about what has been covered so far, what ways could a business build a brand?
What are the advantages of building a brand in these ways?
Are there any drawbacks?
What are the advantages of building a brand in these ways?
Are there any drawbacks?
e) Changes in branding and promotion to reflect social
trends:
What social trends are there that will affect the way in which a company decides to advertise/promote its business?
Social media & Viral marketing
What are the benefits of business using social media?
https://news.sky.com/story/shops-100-christmas-advert-featuring-young-boy-goes-viral-11878240
Why would a business use social media in this way?
What benefits would it have?
Why would a business use social media in this way?
What benefits would it have?
Emotional branding
•Emotional branding seeks to create a bond between the consumer and the product by provoking an emotional response to the advertising.
•Long lasting attachment to a product is a strong brand loyalty
•Long lasting attachment to a product is a strong brand loyalty
Look at these examples - what emotions do they provoke?