Product Branding and Promotion
Changes in branding and promotion to reflect social trends
Types of branding
Ways to build a brand
Types of promotion
Promotion
Describes the methods used by a business to communicate information and persuade consumers to purchase a product
Short term
Long term
Persuasive advertising
Public relations
Describes attempts made by a business to create publicity that is reported as news such as staging a glitzy launch party for a new product
aimed at boosing sales in the long term
only meant to generate a short term effect
Buy one get one free
Seasonal price cutting promos
Individual brand
Single products brands like marmite. firm that manufactures the good makes no attempt to push the brand
Brand Family
Brand name used across a range of related product like cadbury. can use brand name to try and get sales and also makes it easier to retail new products
Corporate Brand
Using the company name as the brand like nestle can convince customers that all products across the range have similar benefits.
Advertising works best to reinforce the message that the company wants to send about the brand
Unique selling pointmay provide key stimulus when launching the brand. USP is a particular feature of a product or service that no rival provides
Sponsorship is a way of building brands by association
Digital media is where you use social media to help build relationships with customers or you use certain software to ensure certain adds pop up when someone searches something to attract people to the business. Very broad
Viral Marketing
Good relation spread by things like word of mouth promotion where people recommend the business to others and social media offers a much faster version of word of mouth
Social Media
Just like traditional media are seen by many businesses as another place where they can display promotional messages
Emotional branding
Where the branding is designed to create an emotional response from the customer. some branding is more emotional than other like Ben and Jerrys trying to create a happy and fun advert. With the advent of digital media and social media emotional responses between the customer and supplier can be very high