BTEC First Award Business

Unit 3 Promoting a Brand

Below you can find a collection of resources that should help you with your knowledge and understanding of the Promoting a Brand unit of your BTEC studies.

This unit is coursework based so you may find that the resources here are helpful in enabling good performance in yours coursework which is critical to achieving your highest possible grade in your Business Studies course.

Learning Aims;

  • A explore the use of branding and the promotional mix in business
  • B develop and promote a brand for a business.

Topic

Content

BeeBusinessBee Resource

Assessment Questions

A.1 The importance of branding to a business.

Learners should:

What a brand is, e.g. a strategy, perception of a customer, a logo, a legal instrument, a company, a personality, a vision, an identity, an image

● Why businesses use branding

● Types of branding used by businesses

● Adding value

● Benefits of successful branding, e.g. image, quality, recognition, long-lasting perceptions, trust, marketing multiple products

● Effects of unsuccessful branding, e.g. Dasani water

 Marketing and Added Value

BTEC Command Verbs

Introduction to Branding Quiz

A.2 Promotion in Business

Learners Should:

● Why businesses need to promote themselves

● Activities used in the marketing mix – 4 Ps (Product, Price, Place, Promotion)

● Benefits of promotion to businesses

 

 

A.3 Elements of the Promotional Mix and their purpose

Learners should:

● Advertising:

o definition – any paid-for space used to communicate ideas or products in the prime media

o purpose – to persuade and inform o two basic aspects of advertising – the message (what the communication needs to say) and the medium (how to get the message across)

o methods, including: – moving image, e.g. television, cinema, DVD, video – print, e.g. newspapers, magazines, billboard posters, direct mail, press releases – ambient, e.g. bus and taxi sides, desktop items such as pens – digital, e.g. SMS texts, podcasts, blogs, pop-ups, banners, social networking – audio, e.g. radio, podcasts, public address systems

● Sales promotion – provides incentives to customers or the distribution channel to stimulate demand for a product o methods, e.g. price promotion, coupons, competitions, money refunds, loyalty incentives

● Personal selling – involves interpersonal interactions between salespeople and individual customers for the purpose of closing a sale; can be more effective than advertising in more complex selling situations o methods, e.g. face to face, by telephone, via email, through video or web conferencing

● Public relations activities – promotion of a product, brand or business by placing information about it in the media without paying for the time or media space directly o methods, e.g. exhibitions, sponsorship, press releases

● Direct marketing – establishing an individual relationship between the business and the customer

o methods, e.g. direct mail (junk mail), mail order catalogues, magazines, telemarketing

 Psychology of Shopping Activity

Promotional Activity Costs

Alton Towers Marketing / PR

 Promotional Mix and Marketing Mix Quiz

 

A.4 Promotinal Methods in Business

Learners should understand:

● How businesses identify which customers their promotions will target, including:

o types of market, e.g. Business to Business (B2B), Business to Consumer (B2C)

o different ways of segmenting the market, e.g. by age, family status, gender, income, attitudes, lifestyle

● The use of promotional activities in business, including:

o setting SMART (specific, measurable, achievable, realistic and time-related) objectives

o selecting an appropriate promotional mix

o benefits of selecting an appropriate promotional mix

o communicating with the selected market segment using the AIDA model (Awareness/Attention, Interest, Desire, Action)

 

 

 

B.1 Branding methods and techniques

Learners should:

● Effective branding methods and techniques in business, including the use of logos, straplines and celebrity endorsements

● Planning ideas for a brand for a business, including:

o type of brand – concept or commodity

o considerations, e.g. race, nationality, religion, children, people with disabilities, environmental

o brand personality

o brand objectives

o target market

 

 

B.2 Promoting a Brand

Learners should:

How businesses promote their brand image, e.g. use of different types of media

● Planning a promotional campaign for a business, including:

o promotional objectives, e.g. to raise awareness of product or service, to remind, differentiate, persuade or inform, to create market presence, to increase market share

o developing the most appropriate promotional mix

o justifying the choice of promotional mix

o designing promotional activities