1.3.2 branding and production

Question 1

branding definition

Answer 1

the process of creating a distinctive and lasting identity in the minds of consumers

Question 2

brand definition

Answer 2

a characteristic, name or symbol that differentiates it from competitors

Question 3

types of branding

Answer 3

>individual brand 
>own brand
>brand family
>manufacturer/corporate branding 
>generic brand

Question 4

individual brands

Answer 4

where each product is promoted as a standalone brand e.g. marmite

Question 5

own brands

Answer 5

a product that is made for a store and has the stores name on it e.g. sainsburys own brand

Question 6

brand family

Answer 6

a range of products with the same brand name made by a particular company, AKA an umbrella brand e.g. Cadburys’

Question 7

manufacturer/corporate branding

Answer 7

promoting the brand name of a corporate entity, as opposed to the specific products or service it sells e.g. nestle

Question 8

generic brand

Answer 8

the name of the product rather than a particular brand e.g. foil, carrots

Question 9

benefits of strong branding

Answer 9

> increase added value
charge premium prices-brand loyalty
reduce price elasticity of demand
combat the discounters-week brands get squeezed out

Question 10

+&- of corporate brand

Answer 10

+ everything the company does is attributed to its brand

- everything the company does is attributed to its brand

Question 11

+&- of individual brand

Answer 11

+ each product stands alone so failures do not affect the entire company or other products
- each product will require its own marketing strategy and budget, with no synergy possible between products. Successes will not be directly attributed to the company’s brand

Question 12

+&- of family brand

Answer 12

+ each product contributes to the shared value offered to the customer.
- specific benefits of one product may become less obvious

Question 13

+&- of own brand

Answer 13

+ control over product and cost

- yours might not be the only product being made

Question 14

+&- of generic brand

Answer 14

+ lower price, less promotional costs

- no USP

Question 15

rebranding definition

Answer 15

a new name, term, symbol, design or combination is created for an established brand

Question 16

ways to build a brand

Answer 16

> USP- differentiate and stand out from the crowd
Advertising- introduce a new brand, remind customers, spread the word
Social media-place adverts in strategic places on sites such as Facebook/instagram

Question 17

factors affecting how a business builds a brand

Answer 17

> type of product or service
the market it operates in and its place in the market
target market
brand image

Question 18

promotion definition

Answer 18

all the marketing activity that communicates information about a product to the customer

Question 19

4 objectives

2 categories

Answer 19

> reassure
inform
persuade
remind

> short term
long term

Question 20

promotional mix definition

Answer 20

the different types of promotion used in a marketing campaign

Question 21

above the line definition

Answer 21

advertising in the media

Question 22

below the line definition

Answer 22

any promotion that doesn’t involve advertising

Question 23

+&- of television promotion (above the line)

Answer 23

+ mass audience
+ demonstrates use of product
- expensive
- some viewers avoid TV ads

Question 24

+&- of newspaper and magazine promotion (above the line)

Answer 24

+ tangible (you can tough it)
+ no time limit
- black and white
- no movement/sound- not very eye-catching

Question 25

+&- of cinema promotion (above the line)

Answer 25

+ longer time than TV
+ sound and movement
- no mass audience
- can only been seen once

Question 26

+&- of radio promotion (above the line)

Answer 26

+ constant
+ cheap production
- no pictures/videos
- may be ignored

Question 27

+&- of outdoor-poster,billboards,vehicles promotion (above the line)

Answer 27

+ mass audience
+ large
- cant put much information on it because people drive by quickly

Question 28

+&- of digital promotion (above the line)

Answer 28

+ can be sent to phones
+ accessible
- people can find it annoying
- technical problems

Question 29

+&- of sales promotion e.g. free gifts, coupons, BOGOF offers (below the line)

Answer 29

+ high success rate
+ improves sales in the short term
- only short term
- customers not willing to pay full price

Question 30

+&- of public relations promotion e.g. press releases, press conferences, sponsorship, donation (below the line)

Answer 30

+ long term
+ cheap way to promote
- sponsorships can be expensive

Question 31

+&- of direct marketing promotion e.g. junk mail, spam (below the line)

Answer 31

+ cheap to set up and send
+ easy to target specific customers
- customers find it annoying
- may damage the brand

Question 32

+&- of personal selling promotion e.g. door to door, exhibition (below the line)

Answer 32

+ cheap
+ you can demonstrate the product
- depends on how good the personal selling team are
- door to door doesn’t have good reputation

Question 33

factors affecting a business’s choice of promotion

Answer 33

>cost
>type of market
>type of product
>stage in the product life cycle 
>what competitors are doing
> legal factors