Branding and Promotion

• What is branding?

  Creating an identity for a product
• What do customers attach to a brand?

  Feelings and thoughts
• What type of electronics does Apple represent?

  Luxury electronics
• What elements contribute to a brand's identity?

  Logo, theme, tone, adverts, endorsements
• Complete the KitKat slogan: "Have a break, have a ______."


  KitKat
• What is a common slogan for McDonald's?

  I'm lovin' it
• What is the slogan for Skittles?

  Taste the rainbow
• What is Nike's slogan?

  Just do it!
• What slogan is associated with L'Oreal?

  Because you're worth it
• What is sponsorship in business?

  Financially supporting an event or person
• What are the benefits of a strong brand?

  Can charge premium prices and increase loyalty
• What are the characteristics of a strong brand?

  • Can charge premium prices
  • Increases customer loyalty
  • Unique Selling Proposition (USP)
  • Reduced price elasticity of products
• What are the two types of promotion methods?

  • Above the line (media)
  • Below the line (direct marketing)
• What is an example of above the line promotion?

  TV advertising
• What is an example of below the line promotion?

  Free gifts
• What is a method of above the line promotion?

  Posters
• What is a method of below the line promotion?

  Coupons
• What is a method of above the line promotion?

  Internet advertising
• What is a method of below the line promotion?

  Sponsorship
• What is a method of above the line promotion?

  Cinema advertising
• What is a method of below the line promotion?

  Exhibitions
• What is a method of below the line promotion?

  Loyalty cards
• What is a method of above the line promotion?

  Newspapers
• What is a method of below the line promotion?

  Marketing
• What is a method of above the line promotion?

  Radio advertising