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1.3.2 Branding and promotion - Coggle Diagram
1.3.2 Branding and promotion
Types of promotion
Above-the-line
this promotion involves any form of advertising through the media
examples:
T.V
radio
posters/billboards
internet
direct marketing
newspapers/magazines
cinema
Below-the-line
this promotion includes all other forms of promotion that are not advertising
examples:
sales promotion
public relations
merchandising and packaging
direct selling/personal selling
exhibitions and trade fairs
long term
advertising
public relations
attempts by a business to create publicity that is reported as news
short term
BOGOF
seasonal price-cutting promotions
Types of branding
Brand family
Brand name used across a range of related products (e.g. Cadbury)
benefit: ability to use the umbrella brand name to encourage sales of each product within the brand name and easier to get retail distribution when launching a new product
Corporate brand
Using the company name as a brand can convince consumers that all products across the entire range share similar benefits + drawbacks. There may be individual brands that are stronger than its corporate brand
Individual brand
Single product brands. The firm that manufactures these brands makes little to no attempt to bush their own company name but rather the name of a single brand to provide focus
benefits of strong branding
added value
ability to charge premium prices
reduced price elasticity of demand
natural choice
helps to position itself in the market relative to its competition
trust
ways to build a brand
USP
may provide the key catalyst that launches the brand, it may be copied but the brand may already be well established before this happens
advertising
works best to reinforce the message the company wants to send about its brand
sponsorship
Way of building a brand through association. Sponsoring an event, sports team etc helps to create attachments in consumers' minds that build the brand's personality
using digital media
offers a range of methods to build a brand
Changes in branding and promotion to reflect social trends
businesses should maximise social trends to build their brands
social media
attracting followers to social media sites is a key focus of marketing spending for many businesses
viral marketing (word of mouth)
growth of social media and sharing of images/videos is a huge opportunity for businesses to build brand awareness
emotional branding
businesses often associate their brands with things consumers have strong emotional connections to e.g. sports teams