branding and promotion 2

Question 1

types of branding

Answer 1

• product brand
• service brand
• umbrella brand
• corporate and own-label brands
• global brands

Question 2

what is a brand extension?

Answer 2

when a business uses a brand name on a new product that has some of the brand’s characteristics

e.g. lucozade and lucozade sport

Question 3

what is brand stretching?

Answer 3

where a brand is used for a diverse range of products, not necessarily connected

e.g. virgin

Question 4

the main aim of the promotional mix

Answer 4

to ensure customers are aware of the existence and positioning of products

Question 5

the main elements of the mix

Answer 5

• advertising
• sales promotion and merchandising (coupons, BOGOF, free gifts)
• personal selling ( telephone, knocking on doors, highly-priced, low volume, and highly technical products rely on PS)
• public relations/publicity/sponsorship ( promoting new products, obtaining favorable product reviews)
• direct marketing ( directed through mail, email, and social media)
• viral marketing (social media)