1.3.2 Branding and Promotion

Question 1

promotion

Answer 1

-generates customer awareness, interest and desire for a product/ service
-builds brand awareness and loyalty, leading to repeat purchases and referrals

Question 2

give different promotional strategies

Answer 2

advertising
direct marketing
sales promotion
personal selling
sponsorship
public relations (PR)
digital communications

Question 3

advertising

Answer 3

paid channels such as television, radio, print media and online ads

Question 4

+ of advertising

Answer 4

It can reach large audiences and increase brand awareness

Can also be used to create a specific brand image or message e.g. the advertising campaign run by Compare the Market (Meerkat)

Question 5

• of advertising

Answer 5

Can be expensive

The effectiveness of advertising can be difficult to measure

Many customers tune out or ignore ads

Question 6

direct marketing

Answer 6

Involves communicating directly with customers through email, text message, social media or post

Question 7

+ of direct marketing

Answer 7

Business can target specific audiences and personalise their message to individual customers

Direct marketing is also measurable, which enables businesses to track their results and adjust their strategy accordingly

Question 8

• of direct marketing

Answer 8

Can be intrusive as customers may perceive it as spam

Can also be costly, especially if businesses do not have an established customer database or need to purchase leads

Question 9

Sales promotion

Answer 9

offering temporary incentives or discounts such as free samples, buy one get one free (bogof), discount coupons, loyalty cards

Question 10

+ of sales promotion

Answer 10

Can quickly boost sales or customer engagement

Can help to clear out stock or promote a new product

Can encourage impulse purchases

Can be targeted to specific segments of customers

Question 11

• of sales promotion

Answer 11

Can be expensive especially if the promotion requires a heavy discounting

Can attract deal-seeking customers who may not be loyal to the brand

May reduce the sales of full-priced products

Question 12

personal selling

Answer 12

Occurs when a salesperson interacts with potential customers one-on-one, either in person or through digital communication channels

Question 13

+ of personal selling

Answer 13

Allows businesses to build relationships with their customers and understand their specific needs

Enables businesses to provide personalised advice and guidance to customers

Question 14

• of personal selling

Answer 14

Can be expensive due to the cost of hiring and training sales staff

The impact of personal selling can be limited as it is difficult to scale to large audiences

Question 15

sponsorship

Answer 15

an agreement in which a company provides financial or other support to an event, team, or organization in exchange for marketing exposure

Question 16

+ of sponsorship

Answer 16

Can help to build brand awareness and credibility

Can create emotional connections with target audiences

Can support specific business objectives, such as entering new markets or reaching new customers

Question 17

• of sponsorship

Answer 17

Can be expensive, especially for high-profile events or properties

May not directly drive sales

May be subject to negative publicity if the sponsored entity experiences a scandal or controversy

Question 18

PR

Answer 18

public relations
The business seeks to build relationships with the public and manage their reputation

Public relations activities can include media relations, crisis management and community outreach

Question 19

+ of PR

Answer 19

Can enhance a business’s reputation and credibility

This can lead to increased customer loyalty and sales

Can be cost-effective when compared to advertising or personal selling

Question 20

• of PR

Answer 20

PR can be time-consuming and is difficult to measure the direct impact of PR activities on the profits of a profits

Question 21

digital communications

Answer 21

Refer to any form of marketing or communication that is delivered electronically

Question 22

+ of digital communications

Answer 22

Can be highly targeted to specific customer segments

Can provide real-time engagement and feedback from customers

Question 23

• of digital communications

Answer 23

Can be easily ignored or filtered out by customers

May require significant investment in technology or data infrastructure

May be subject to data privacy regulations or security breaches

May not be effective for reaching older or less digitally-savvy customer segments.

Question 24

branding

Answer 24

the process of creating a unique and identifiable name, design or symbol that differentiates a product or service form its competitors

Question 25

why is branding important to a business?

Answer 25

-establishes recognition and identity
-builds trust and credibility
-differentiates a business from its competitors
-creates an emotional connection with customers which helps to generate repeat purchases
-supports marketing and advertising efforts

Question 26

give the three different types of branding

Answer 26

product branding
own brand product
manufacturer/ corporate branding

Question 27

Manufacturer/Corporate branding

Answer 27

This refers to the use of a company name or logo to promote all the products or services offered by the company

This type of branding is used by companies like Nestlé, Nike, and Apple

Question 28

+ of Manufacturer/Corporate branding

Answer 28

Creates a strong brand recognition and reputation for the company, which can increase customer loyalty and trust

Allows the company to leverage its existing reputation and customer base to introduce new products more easily

Helps to build economies of scale by promoting multiple products under one brand, which can reduce marketing costs and increase profitability

Question 29

• of Manufacturer/Corporate branding

Answer 29

If a company’s reputation is damaged by a product it can have a negative impact on all the products offered under that brand

If the company faces intense competition in one market e.g smartphones), it may affect the sales of all the products offered across other markets (e.g laptops and desktops)

Question 30

Product branding

Answer 30

This refers to the use of a unique name, design, or symbol to promote a specific product

E.g. KitKat, Coca-Cola, and McDonald’s Big Mac

Question 31

+ of product branding

Answer 31

Creates a distinct identity for the product which can help to differentiate it from competitors and increase brand loyalty

Allows the company to market different products to different segments of the market e.g. Coco Cola and Coke Zero

Can help to build customer loyalty and trust by associating the product with a specific quality and benefits

Question 32

• of product branding

Answer 32

The cost of creating and promoting a new brand for each product can be expensive

Introducing new products under different brands is difficult as the business must build a new brand for each product from scratch

Different products within the brand may have different levels of quality which can affect customer satisfaction

Question 33

own brand product or private label branding

Answer 33

the use of a retailer’s name to promote a specific product or service and is often used by supermarkets

Question 34

+ of own brand products

Answer 34

It can help retailers to differentiate themselves from their competitors by offering unique products

It allows retailers to offer products at a lower cost than branded products which can help to increase sales and profitability

It can help to build customer loyalty by offering exclusive products that are not available elsewhere

Question 35

• of own brand products

Answer 35

Own brand products may have a lower perceived quality than branded products which can affect customer loyalty and trust

Question 36

give 3 benefits of strong branding

Answer 36

1. added value
2. ability to charge premium prices
3. reduced price elasticity of demand

Question 37

give 4 ways to build a brand

Answer 37

-USP
-advertising
-sponsorship
-use of social media

Question 38

how can having a USP build a brand?

Answer 38

Brands can build their reputation by emphasising these unique qualities in their marketing efforts
-they are making a product or service stand out from its competitors

Question 39

how can advertising build a brand?

Answer 39

Brands can create compelling ads that resonate with their target audience, raise brand awareness, and communicate their value proposition

With the right advertising strategy, brands create a strong emotional connection = brand loyalty

Question 40

how can sponsorship build a brand?

Answer 40

gives brands exposure, building their reputation through partnerships.
-aligning themselves with positive associations or values

Question 41

how can social media build a brand?

Answer 41

With the right social media strategy, brands can build a loyal following and create a community around their brand

Question 42

give the 3 current social trends that businesses are aware of and adpating to

Answer 42

-viral marketing
-social media
-emotional branding

Question 43

what is viral marketing

Answer 43

-social trend

Is a strategy where businesses use online platforms to promote their products by creating content at specific times, which can easily be shared and commented on

Question 44

what is the use of social media- for social trends

Answer 44

As social media platforms evolve, businesses must also adapt their social media strategies to keep up with the latest trends

E.g. Instagram has been a popular platform for businesses to promote their products through influencer partnerships
- or more recently shifting focus to TikTok- short-form video content

Question 45

what is emotional branding in social trends

Answer 45

Emotional branding is a strategy where companies build strong emotional connections with their customers by appealing to their values, beliefs, and emotions