1.3.2 branding + promotion

Question 1

brand

Answer 1

a product that is easily distinguished from other products so that it can be easily communicated + effectively marketed

Question 2

features of a brand

Answer 2

• shape
• slogan
• name
• colour
• logo

Question 3

product brand

Answer 3

• brands associated with specific product
• eg ketchup, marmite, persil

Question 4

service brand

Answer 4

• brands that add percieved value to services either face to face or online
• eg uber, vue, deliveroo, tiktok

Question 5

umbrella (family) brands

Answer 5

• 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

Question 6

cooperate brand

Answer 6

• refers to the practise of promoting brand name of a cooperate entity opposed to specific products
• eg nestle, unilever, microsoft

Question 7

own label brands

Answer 7

• where retail outlets assign their cooperate brandig to a range of goods/services
• eg tesco finest, sainsburys basics, essential waitrose

Question 8

global brands

Answer 8

• easily recognised, operating worldwide
• eg ikea, coke, mcdonalds

Question 9

brand stretching

Answer 9

• where a brand is used for a diverse range of products (not neccesarily connected)
• eg virgin - virgin money, virgins gyms, virgin planes, virgin media

Question 10

promotional mix main elements:

Answer 10

• advertising
• sales promotion + merchandising
• personal selling
• PR/publicity/sponsorship
• direct marketing

Question 11

PR

Answer 11

• create goodwill towards individual, business, cause or product

Question 12

aims of PR

Answer 12

• achieve positive publicity
• build a positive image/reputation

Question 13

promotion

Answer 13

the way in a business makes its products known to the customers, both current and potential

Question 14

promotion purposes

Answer 14

• gain customers
• justify premium prices
• support distribution channel
• launch new products
• differenciate products
• make customers aware of the existance + positioning of products5

Question 15

direct marketing

Answer 15

• promotion material directed through mail, email, social media etc
• allows a business to generate a specific response from a targeted group of customers

Question 16

positives of direct marketing

Answer 16

• personalise message
• cost effective
• easy to measure responses + success

Question 17

negatives of direct marketing

Answer 17

• response rates vary enormously
• negative image of junk mail
• databases are expensive to maintain

Question 18

personal selling

Answer 18

promotion on a person to person basis

Question 19

positives of personal selling

Answer 19

• specialised seller
• customer gets advice

Question 20

negatives of personal selling

Answer 20

• can only target select customers
• time consuming
• no guarantee of closing sale

Question 21

sales promotion

Answer 21

• tactical, point of sale material or other incentives desinged to stimulate purchases
• eg % off, loyalty cards, clearance

Question 22

3 types of social trends

Answer 22

• viral marketing
• social media
• emotional branding

Question 23

viral marketing

Answer 23

• uses blogs/online forums
• use of social media to spread promotional acitivites

Question 24

social media

Answer 24

use of virtual communitites to communicate with actual customers

Question 25

emotional branding

Answer 25

- directly tap into consumer feelings - brand sells a status/life choice