1.3.2 Branding and promotion Flashcards
Definition Branding
the process of creating a distinctive and lasting identitiyin the minds of consumers
takes time and marketing effort but once established becomes its own promotion
advantages of branding
increase pricing!
add value!
competitive pricing !
lower promotion costs
customre loyalty
reduce price elacticity
differentiation from competitiors
Types of brand
product brand - brands associated with specific products (Pot Noodle)
service brand - add preceived value to services (Netflix)
Umbrella brand - are assigned to more than one product, diffrent product lines grouping under one brand name (Lindt)
Corporate Brand - promotion of coorporate entity not one product (Nestle)
own lable brand - assign specific coorporate brandong to range of goods (tescos esssentials)
global brand - easiliy recognised and operation world wode (Coca cola)
ways to build a brand
USP
Advertising - keep reinforcing message of superiority, attract new customers
Sponsorship
Viral marketing - engaging, shareable content to spread rapidly through word-of-mouth and social media.
benefits social media
targeting very specific
can proide interactivity –> create bond between customers and business
emotional bonding e.g. john lewis
ways to build brand
USP
Advertising
Sponsorship
VIral marketing
benefits social media
targeting very specific
can proide interactivity –> create bond between customers and business
emotional bonding e.g. john lewis
what is promotion used for
infrom about new product
remind of existing product
reach wide market
reassure about product
show rival products not as good+improv or develop company image
persuade
advertising categories
informative - tell about product and any modifications
persuasive - one producers benefits compared to competitors
reassuring - right thing to purchase product
types of promotion
Personal Selling – Direct interaction between salesperson and customer.
Direct Marketing – Targeted messaging via emails, calls, or mail.
Advertising – Paid promotions through TV, print, or digital media.
Public Relations – Managing brand image via media and events.
Sales Promotions – Short-term incentives like discounts and coupons.
Online Advertising – Digital ads on websites, search engines, and videos.
Mobile Communications – Marketing via SMS, apps, and push notifications.
Advergaming – Advertising within video games for brand exposure.
Social Media – Brand engagement through platforms like Instagram and TikTok.
Viral Strategies – Encouraging organic sharing of content.
Consumer-Generated Content – Customer-created reviews, posts, and testimonials.
Sponsorship – Financial support of events, influencers, or teams for brand visibility.
changes in branding and promotion to reflect social trends
social media, viral marketing, emotional branding
disadvantages branding
High Costs – Branding requires significant investment in marketing, advertising, and design.
Reputation Risk – Any negative publicity can harm the brand and reduce customer trust.
Customer Expectations – Strong brands must constantly meet high expectations, or customers may switch to competitors.
Limited Flexibility – Expanding into new markets or changing products can be difficult without losing brand identity.
