Edexcel Branding and promotion 1.3

Question 1

Umbrella brands

Answer 1

Brands assigned to more than one brand

Question 2

Cooperate brand

Answer 2

Promoting the brand name rather than product or service

Question 3

Own label brands

Answer 3

Retail services assign branding to a range of goods

Question 4

Global brands

Answer 4

Easily recognised and operating worldwide

Question 5

Brand extension

Answer 5

Uses brand name on products

Question 6

Brand stretching

Answer 6

Brand used for range of products not necessarily connected

Question 7

Use of promotion

Answer 7

Increase sales
Attract new customers
Encourage customer loyalty

Question 8

Advertising

Answer 8

Paid for communication

Question 9

Advertising advantages

Answer 9

wide coverage
Repetition is effective

Question 10

Advertising Disadvantges

Answer 10

Expensive
impersonal

Question 11

Advertising examples

Answer 11

Tv
Radio

Question 12

Sales promotion

Answer 12

Persuading consumers to buy products

Question 13

sales promotion examples

Answer 13

Free gifts
Coupons

Question 14

Sales promotion advantages

Answer 14

Effective to boost sales
Encourages customers to trial products

Question 15

Sales promotion Disadvantges

Answer 15

Sale effects are short time
Damage brand image

Question 16

Personal selling

Answer 16

Person to person communication

Question 17

personal selling examples

Answer 17

Telephones
meetings

Question 18

Personal selling advantages

Answer 18

Better customer service
Sell products at high prices

Question 19

Personal selling Disadvantges

Answer 19

High costs
Labour insensitive

Question 20

Public relations

Answer 20

Create goodwill towards business or product.

Question 21

Public relations example

Answer 21

Promoting new products
enhancing brand awareness

Question 22

Public relations advantages

Answer 22

Build image and reputation
Communicate effectively with consumers

Question 23

Direct marketing

Answer 23

Promotions directed through mail, email, social media

Question 24

Direct marketing advantages

Answer 24

Generate a specific response from a group
Easy to adapt

Question 25

Direct marketing Disadvantges

Answer 25

response rates vary
expensive

Question 26

Sponsorship

Answer 26

A business will sponsor an event, team or individual in order to build brand awareness.

Question 27

Viral marketing

Answer 27

Uses social media to create brand awareness or marketing objectives.

Question 28

Emotional branding

Answer 28

Companies decide which emotion to target to consumers
This emotion is communicated through external and internal communications.
In order to emotionally bond consumer to brand

Question 29

Emotional branding examples

Answer 29

Customer relations
Online contact
Social media engagement

Question 30

Branding

Answer 30

Creating a unique and identifiable name that differentiates a product and service from competitors.

Question 31

Adv of cooperate branding

Answer 31

Creates strong brand recognition and reputation.
Existing reputation used to introduce new products.

Question 32

Dis of cooperate branding

Answer 32

If company’s reputation damaged by product all products will be damages.
If company faces intense competition in one market may affect sales across production.

Question 33

Product branding

Answer 33

Use of unique name, design or symbol to promote a specific product.

Question 34

Adv of own label branding

Answer 34

Offer products at lower price than branded.
Build customer loyalty with exclusive brands.

Question 35

Dis of own label branding

Answer 35

Own brands may have a lower perceived quality.

Question 36

Benefits of Branding

Answer 36

Added Value
Ability to charge premium prices
Reduced price elasticity of demand