1.3.2 branding + promotion Flashcards
1
Q
brand
A
a product that is easily distinguished from other products so that it can be easily communicated + effectively marketed
2
Q
features of a brand
A
- shape
- slogan
- name
- colour
- logo
3
Q
product brand
A
- brands associated with specific product
- eg ketchup, marmite, persil
4
Q
service brand
A
- brands that add percieved value to services either face to face or online
- eg uber, vue, deliveroo, tiktok
5
Q
umbrella (family) brands
A
- brands assinged to more than 1 product
- makes different product lines identifiable by the consumer by grouping under 1 brand name
- eg P&G, cadbury, dove
6
Q
cooperate brand
A
- refers to the practise of promoting brand name of a cooperate entity opposed to specific products
- eg nestle, unilever, microsoft
7
Q
own label brands
A
- where retail outlets assign their cooperate brandig to a range of goods/services
- eg tesco finest, sainsburys basics, essential waitrose
8
Q
global brands
A
- easily recognised, operating worldwide
- eg ikea, coke, mcdonalds
9
Q
brand stretching
A
- where a brand is used for a diverse range of products (not neccesarily connected)
- eg virgin - virgin money, virgins gyms, virgin planes, virgin media
10
Q
promotional mix main elements:
A
- advertising
- sales promotion + merchandising
- personal selling
- PR/publicity/sponsorship
- direct marketing
11
Q
PR
A
- create goodwill towards individual, business, cause or product
12
Q
aims of PR
A
- achieve positive publicity
- build a positive image/reputation
13
Q
promotion
A
the way in a business makes its products known to the customers, both current and potential
14
Q
promotion purposes
A
- gain customers
- justify premium prices
- support distribution channel
- launch new products
- differenciate products
- make customers aware of the existance + positioning of products5
15
Q
direct marketing
A
- promotion material directed through mail, email, social media etc
- allows a business to generate a specific response from a targeted group of customers
