Unit 3 – Promoting a Brand
Lesson objectives
•You will be able to describe what a brand is
•You will be able to explain how businesses use brands
•You will be able to explain why businesses use brands
•You will be able to describe what a brand is
•You will be able to explain how businesses use brands
•You will be able to explain why businesses use brands
Starter
What is a brand?
Whilst watching the video, use your whiteboards to write what you think a brand actually is
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•A brand is a design, symbol or name that allows the customer to associate or identify a business’ goods or services.
•It differentiates a product/service or business from its competitors.
•It differentiates a product/service or business from its competitors.
•A logo
•A company •A vision •An identity •An image A legal instrument - e.g. patent or copyright. This makes the product, name, design or idea unique as the patent or copyright prevents other companies from copying. E.g. Coca Cola has a patent on their ingredients used to make their drinks |
•A personality – human characteristics of a brand that are portrayed to the customer.
•It is important the personality the business is trying to portray matches the customers that is its targeting. E.g. E4 TV channel targets younger customers. •Brand personality can be created by staff, uniform, adverts and catchphrase. |
Why do businesses use branding?
•Watch the video on cigarette packaging in Australia.
•Why have the Austrailan Government banned branded packaging on cigarettes? •Why is this damaging for cigarette companies? |
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