1.3.2 Changes in Branding and Promotion

• What are the three elements of the design mix?

  Function, aesthetics, and cost
• Why is each element of the design mix important?

  They contribute to usability, appeal, and affordability
• How might social trends like environmental concerns impact the design mix?

  Products may focus on waste minimisation and recycling
• What are two key benefits of strong branding for a business?

  Added value and ability to charge premium prices
• What does a positive income elasticity of demand indicate about a product?

  It suggests the product is a normal good
• Why is it useful for businesses to know the income elasticity of demand for their products?

  It helps predict how income changes affect demand
• What is a key characteristic of viral marketing campaigns?

  They have minimal cost to the business
• What is viral marketing?

  • Encourages rapid message spreading
  • Relies on word of mouth and social sharing
  • Aims to create engaging content
• What is the purpose of the Oreo 'dunk in the dark' campaign?

  To create a memorable viral marketing moment
• How many views do globally viral videos usually get in a week?

  10-20 million views
• How many views should a YouTube video have to go viral?

  1. 3 million views in 1-2 days
• What are the key components of why viral marketing works?

  • Social influence from known contacts
  • Relatable or memorable content
  • Use of humor and emotional appeal
  • Strong visual appeal
  • Interactive content
  • Ease of sharing
  • Clear call to action
• What is an example of a challenge-based viral marketing campaign?

  The Ice Bucket Challenge
• What is emotional branding?

  Building a brand by creating emotional connections
• Why does emotional branding work?

  It appeals to customers on a deeper emotional level
• What are the types of emotional appeals in branding?

  • Nostalgia: Reminds of fond memories
  • Empowerment: Motivates confidence
  • Belonging: Creates community feeling
• What are emotional branding strategies?

  • Storytelling: Connects through narratives
  • Purpose-Driven Marketing: Aligns with causes
  • Visual and Sensory Appeal: Evokes feelings through design
• What is a primary reason why viral marketing campaigns are effective?

  They depend on consumers to spread content
• How does social media promote customer feedback?

  It makes it easy for customers to share experiences
• Which of the following is an example of a viral marketing campaign?

  ALS Ice Bucket Challenge
• How is social media used in business?

  To market products and connect with customers
• What are the components of a consistent brand voice on social media?

  • Unique and consistent tone
  • Reflects brand identity
  • Engages audiences effectively
• What is visual branding on social media?

  • Consistent colors, fonts, and imagery
  • Creates cohesive brand presence
  • Effective on platforms like Instagram
• What is the purpose of content calendars in social media marketing?

  To plan content around trends and events
• What is influencer marketing?

  Partnering with influencers to amplify reach
• What is user-generated content (UGC)?

  Content created by customers featuring the brand
• What is one advantage of social media for branding?

  Provides instant, direct engagement with audiences
• Which platform is best known for visual branding and influencer marketing?

  Instagram
• How do companies use Instagram for branding?

  • Great for product photos and influencer collaborations
  • Engaging, interactive experiences through Stories and Reels
• How do companies use X (formerly Twitter) for branding?

  • Quick updates and engaging with followers
  • Develops strong personality through humor
• How do companies use TikTok for branding?

  • Create fun, creative, informal content
  • Popular among younger audiences
• How do companies use Facebook for branding?

  • Variety of content types including videos and events
  • Targeted advertising to engage a wide demographic
• How do companies use LinkedIn for branding?

  • Ideal for B2B brands and professional content
  • Share industry insights and company news
• What could a business do to go viral?

  Create engaging and shareable content