1.3.2 - branding and promotion

• branding is a characteristic name or symbol that distinguishes

  one product from another suppliers
• types of promotion include advertising, sales promotion, publicity and public selling
• manufacturers brands and own-label brands are examples of branding
• benefits of strong branding include added value, ability to charge premium prices and a reduced price elasticity of demand
• a business can build a brand by advertising, sponsorship, having a USP and through social media
• viral marketing refers to brand awareness created thorough word of mouth and can lead to exponential growth
• Emotional branding seeks to create a bond between the consumer and the product by provoking an emotional response to the advertising
• advertising media includes television, newspaper, cinema, radio, poters and the internet
• below the line media is where the business has direct control over the target or intended audience
• direct mailing is where the business mails leaflets to households
• promotion aims to tell consumers about a new product, remind customers of an existing product, reach a wider target audience or improve their business image
• methods of sales promotion includes free gifts, coupons, loyalty cards and money-off deals
• sponsorship creates positive PR and raises brand awareness