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Branding and promotion - Coggle Diagram

- - - - Created by the manufacturers
      - Use advertising and promotion to build brand loyalty
      - Can charge higher prices
      - Consumers stay loyal
      - Repeat purchases
  - - - Created by the retailers
      - Good value for money for the consumer
      - High profits for the retailer
      - Ties consumer to retailer
      - Gives retailer bargaining power with major manufacturers to supply brands at discounted rates
- - - - Association of a product with a popular celebrity or sports person can increase sales and the profile of the product. For example Chris Hemsworth with Hugo Boss.
    - - Hashtags on twitter are a way of alerting customers following a popular topic that your brand has an association with it. Have a look at today’s trending hashtags if these can be added to the tweet then they attract attention to the product.
      - Events – businesses can take photos and hashtag in some popular events e.g. World Cup football or Olympic games that attracts a huge following
      - .
        
        Social media is a way of:
        
        Communicating
        
        Adding and building trust
        
        Providing value in a fun and creative way through daily content, apps, videos, contests, competitions, and infographics. The opportunities are endless.
        
        Interacting with customers
        
        Having accountability e.g. dealing with customer complaints
  - - - This is a buzzword which refers to brand awareness created thorough word of mouth
      - The original message is posted via twitter, facebook or youtube
      - Consumers then watch / experience / share the message with their friends
      - The business does not have to pay for the distribution of the advert or message
  - - - Emotional branding seeks to create a bond between the consumer and the product by provoking an emotional response to the advertising
      - Long lasting attachment to a product is a strong brand loyalty
      - Look at the examples on the next few slides – what kinds of emotions do they provoke?