Branding & Promotion

• promotion?


  an important element of marketing mix - plays a crucial role in generating customer awareness, interest + desire for a product/service
• advertising?


  promotion occurs through paid channels
• advantages of advertising?

  • can reach large audiences + increase brand awareness
  • can be used to create a specific brand image or message
• disadvantages of advertising?

  • expensive
  • effective need of advertising can be difficult to measure
  • many customers tune out/ ignore ads
• direct marketing?


  involves communicating directly with customers through email, text message, social media or post
• advantages of direct marketing?

  • businesses can target specific audiences + personalise their message to individual customers
  • measurable - enables businesses to track results + adjust their strategy accordingly
• disadvantages of direct marketing?

  • intrusive - customers may perceive it as spam
  • costly, especially if businesses do not have an established customer database/need to purchase leads
• sales promotion?


  encourages the purchase of a product/service by offering temporary incentives/discounts
• sales promotion advantage?

  • can quickly boost sales/customer engagement
  • can help to clear out stock/promote a new product
  • can encourage impulse purchases
  • can be targeted to specific segments of customers
• sales promotion disadvantages?

  • expensive - promotion requires a heavy discounting
  • can attract deal-seeking customers who may not be loyal to the brand
  • may reduce sales of full-priced products
• personal selling?


  occurs when a salesperson interacts with potential customers one-on-one either in person or through digital communication channels
• personal selling advantages?

  • allows businesses to build relationships with customers + understand their specific needs
  • enables businesses to provide personalised advice + guidance to customers
• personal selling disadvantages?

  • expensive - due to cost of hiring + training sales staff
  • difficult to scale to large audience
• sponsorship?

  • an agreement which a company provides financial or other support in exchange for marketing exposure
  • take many forms like logo, placement or naming rights
• advantages of sponsorship?

  • can help build brand awareness + credibility
  • can create emotional connections with target audiences
  • can support specific business objectives (entering new markets or reaching new customers)
• disadvantages of sponsorship?

  • expensive - high-profile events or properties
  • may not directly drive sales
  • may subject to negative publicity if sponsored entity experiences a scandal or controversy
• public relations?

  • businesses seek to build relationships with public and manage their reputation
  • can include media relations, crises management + community outreach
• advantages of Public Relations?

  • can enhance a business's reputation + credibility - leads to increased customer loyalty + sales
  • cost-effective when compared to advertising or personal selling
• disadvantages of Public Relations?


  time consuming + difficult to measure the direct impact of PR activities on the profits of a profits
• Digital communications?

  • refer to any form of marketing/communication that is delivered electronically
  • used to build brand awareness, generating leads, or driving sale
• advantages of digital communications?

  • can be highly targeted to specific customer segments
  • can provide real-time engagement + feedback from customers
• disadvantages of digital communications?

  • can be easily ignored or filtered by customers
  • May require significant investment in technology or data infrastructure
  • may be subject to data privacy regulations or security breaches
  • may not be effective for reaching older or less digital savvy customer segments
• branding?


  process of creating a unique + identifiable name, design, symbol or other feature that differentiates a product/service or company from its competitors
• why branding is important:

  • establishes recognition + identify
  • builds trust + credibility
  • differentiated business from competitors
  • creates an emotional connection with customers - helps generate repeat purchases
  • supports marketing + advertising efforts
• business can respond quickly to changing social trends can better meet the needs of their customers
• being able to quickly adapt their branding and promotion strategies will ensure that they maximise communication opportunities with their customers - help to develop brand loyalty and increase profits
• current social trends businesses are aware of and adapting to includes:

  • viral marketing
  • social media
  • emotional branding
• what is viral marketing?


  a strategy where businesses use online platforms to promote their products by creating content at specific times - can easily be shared and commented on
• what is emotional branding?


  a strategy where companies build strong emotional connections with their cutomers by appealing to their values, beliefs and emotions
• business should be aware of and adapt social media with current social trend - as they evolve, business must also adapt their social media strategies to keep up with latest trends
• ways to build a brand:

  • developing unique selling points (USPs)
  • through advertising
  • through sponsorship
  • through social media
• how does USPs build a brand?

  USPs are features that make a product/service stand out from its competitors . brands can build their reputation by emphasising these unique qualities in their marketing efforts
• how does advertising build a brand?

  brands can create compelling ads that resonate with their target audience, raise brand awareness, and communicated their value proposition with the right advertising strategy, brands create a strong emotional connection with their audience and inspire brand loyalty.
• how does sponsorship build a brand?

  patterning with events, organisations, or individuals can help brands gain exposure and build their reputation by aligning themselves with positive associations or values
• how does social media build a brand?

  brands can build a loyal following + create a community around their brand
• types of branding:

  • own brand products: refers to the use of a retailers name to promote a specific product or service
  • product branding: refers to the use of unique name, design or symbol to promote a specific product
  • manufacturer/corporate branding: refers to the use of a company name/logo to promote all products/services offered by the company
• advantages of own brand products:

  • can help retailers differentiate themselves from competitors by offering unique products
  • allows retailers to offer products at a lower cost than branded products - can help to increase sales + profitability
  • help build customer loyalty by offering exclusive products that are not available elsewhere
• disadvantages of own brand products:

  own brand products may have a lower perceived quality than branched products which can affect customer loyalty + trust
• product branding disadvantages:

  • expensive: creating + promoting new brand
  • introducing new products under different brands is difficult - business must build a new brand for each product from scratch
  • different products within brand may have different levels of quantity, which can affect customer satisfaction
• advantages of product branding:

  • creates a distinct identity for product - can help to differentiate from competitors + increase brand loyalty
  • allows company to market different products to different segments
  • helps builds customer loyalty + trust by associating product with specific quality + benefits