Module 7 - Branding Flashcards
Attributes of a business, in terms of their branding (eg what are they called?…)
What are they called - name
What they wear - designed (emblem)
How they communicate - mission statement / brand promise
What they stand for - eg innovation
Who they associate with - specific target market
How well known they are - brand awareness
Building a successful brand requires building blocks:
Target audience
Mission statement
Differentiating
Key qualities
Designs
Voice
Advocates
What promotional activities can be done to develop building blocks (branding) (terrible question)
Printing, signage and packaging
Retail and office spaces
The business’ website and social media channels
Sales and customer service
When identifying target audience businesses will consider (different ways to segment)
Age
Gender
Location
Income
Lifestyle
Buying patterns
Interests
Purchasing preferences
What does a corporate mission statement do?
Summarise overall aim of business into a concise statement
A business should have a clear and concise corporate missions statement, which can help the business with what?
Develop the business’ strategy
Provide a template for decision-making
Evaluate performance
Assist with change management
A business should outline key qualities and benefits from the business to the customer for example:
Secure and reliable product
Efficient product
Support productivity
Authentic and transparent customer service
Design, why is it important?
Want it to associate with logo - Golden Arches
A brand voice is dependent on the business and products - what kind of options does a business have
Professional
Friendly
Conversational
Technical
Authoritative
What is a green brand?
A brand constituted by environmental values
Two methods of green brand positioning
Functional - rational mind, specific environmental benefits (eg using one brand over the other may help to reduce plastic waste and preserve marine life)
Emotional - display benefits in relation to emotional needs, which may include a customers sense of satisfaction (eg portraying the use of this brand as ethically superior to other brands)
Products or services under a green brand may help a business:
Implement sustainable business practices
Demonstrate social responsibility
Reduce expenses
Two goals of social enterprises
Social goals
Commercial goals
What is the national campaigning body for social enterprises in the UK?
Social Enterprise UK
Definition of social enterprises?
What do they do?
Clear social and / or environmental mission
Generate majority of income through trade
Reinvest the majority of their profits
Accountable and transparent
