1.3.2 Branding and Promotion

• Steps to develop an integrated marketing communication (IMC) plan

  1️⃣ Define Objectives

  2️⃣ Identify Target Audience

  3️⃣ Choose Communication Channels

  4️⃣ Develop Message Strategy

  5️⃣ Coordinate Marketing Activities

  6️⃣ Implement and Monitor
• What is the process of creating a unique identity and image for a product or service called?

  Branding
• The brand name is often chosen for its memorability and relevance
• A logo is a visual symbol or emblem that represents a brand.
• What are brand colors chosen for in branding?

  To evoke emotions
• The style and tone of communication used by a brand is known as its voice
• Branding helps a product stand out in a crowded market.
• Why does a strong brand allow for higher pricing?

  Perceived quality
• Match the branding strategy with its description:

  1️⃣ Umbrella Branding

  2️⃣ Product Branding

  3️⃣ Personal Branding

  4️⃣ Corporate Branding
• Match the promotional objective with its description:

  Increase Awareness ↔️ Make customers aware of the product

  Build Brand Loyalty ↔️ Create trust and repeat purchases
• Promotion refers to the various methods used to communicate with customers and persuade them to buy a product or service
• Match the promotion objective with its description:

  Awareness ↔️ Informing customers about a product or service

  Persuasion ↔️ Convincing customers to make a purchase

  Retention ↔️ Maintaining customer loyalty
• Steps a company may use to achieve promotion objectives:

  1️⃣ Create awareness through advertising

  2️⃣ Use sales promotions for persuasion

  3️⃣ Implement loyalty programs for retention
• Branding differentiates products from their competitors
• Branding encompasses a name, logo, and visual identity.
• Customer loyalty is created through emotional connections with customers
• Match the branding element with its description:

  Brand Name ↔️ Unique name identifying the product or service

  Logo ↔️ Visual symbol representing the brand

  Brand Colors ↔️ Colors used in the brand's visual identity
• Umbrella Branding brands multiple products under a single brand name
• Product branding reduces the risk of brand contamination.
• Match the branding strategy with its advantage:

  Umbrella Branding ↔️ Economies of scale in marketing

  Personal Branding ↔️ Enhanced professional credibility

  Corporate Branding ↔️ Reinforces company values
• Objectives of promotion in the correct order:

  1️⃣ Awareness

  2️⃣ Persuasion

  3️⃣ Retention
• Promotion encompasses various communication methods used to persuade customers to purchase a product or service
• Match the promotion method with an example:

  Advertising ↔️ TV ads

  Sales Promotions ↔️ Discount coupons

  Loyalty Programs ↔️ Customer rewards
• What is the primary purpose of promotion in marketing?

  Persuade customers to purchase
• One objective of promotion is to maintain customer loyalty
• Match the promotion method with its example:

  Advertising ↔️ McDonald's TV commercial

  Sales Promotion ↔️ Buy-one-get-one-free offer at a supermarket

  Public Relations ↔️ Starbucks community service event

  Digital Marketing ↔️ Nike's social media campaign on Instagram
• What is an example of advertising as a promotion method?

  McDonald's TV commercial
• Building relationships with the public through media coverage is an example of public relations
• Integrated marketing communication focuses on product-centric strategies rather than customer needs.

  False
• What does branding create for a product or service?

  A unique brand identity
• Branding helps create customer loyalty
• Match the branding element with its example:

  Logo ↔️ Apple's apple icon

  Brand Colors ↔️ Tiffany & Co.'s blue

  Brand Voice ↔️ Innocent Smoothies' playful language
• What is the purpose of a logo in branding?

  Visual representation of the brand
• A brand's values guide its actions and communication style.
• What is one advantage of umbrella branding?

  Economies of scale
• Unilever's branding strategy with Dove and Lipton is an example of umbrella
• Which branding strategy reduces brand contamination by targeting specific segments?

  Product branding
• Personal branding can enhance credibility but requires self-promotion.
• What is the primary focus of corporate branding?

  Reinforce company values
• Match the branding strategy with its description:

  Umbrella Branding ↔️ Brands multiple products under a single brand name

  Product Branding ↔️ Brands each product separately

  Personal Branding ↔️ Brands an individual's name and reputation

  Corporate Branding ↔️ Brands the overall company