1.3.2 branding and promotion

Question 1

types or promotion

Answer 1

advertising
sales promotion
publicity
personal selling

Question 2

define branding

Answer 2

a characteristic, name or symbol that distinguishes one product from another suppliers

Question 3

two types of branding

Answer 3

manufacturer brands
own-label brands

Question 4

manufacturer brands

Answer 4

created by the manufacturers.
use advertising / promotion to build brand loyalty.
can charge higher prices.
consumers stay loyal.
repeat purchases

Question 5

own-label brands

Answer 5

created by the retailer.
good value for money for consumer.
high profits for retailer.
ties consumer to retailer.

Question 6

benefits of string branding

Answer 6

added value
ability to charge premium price
reduced price elasticity of demand

Question 7

unique selling point

Answer 7

how a business can gain competitive advantage by being the only business in the market to offer that product or service

Question 8

viral marketing

Answer 8

a buzzword which refers to brand awareness.
orignal message posted via twitter, Facebook.
consumers watch /experience / share message with their friends.
business doesnt pay for the distribution of the advert or message

Question 9

emotional branding

Answer 9

seeks to create a bond between the consumer and the product by provoking an emotional response to the advertising