What is the focus of today’s lesson?

Branding Strategies P1 Part B

Competency Focus Research (I1): to research the policies and organisational values of your chosen company.

Learning Objectives By the end of today’s lesson, you should be able to… LO1) Draw a perceptual map to explain the brand positioning for a given organisation (Guided- Regular) LO2) Explain the importance of branding in influencing buyer behaviour (Strong) LO3) Compare and contrast the branding strategies used by your organisations and how effective they are in influencing buyer behaviour.

Marketing Techniques Branding Brand Positioning Brand Extension

Perceptual Mapping Alton Towers & leisure market

Branding Strategy for AT Create a branding strategy for AT, include -Brand Extension -Brand Positioning - Perceptual map (You will need to independently research these terms and the company!) Can you make suggestions to improve the existing strategy?

Learning Objectives By the end of today’s lesson, you should be able to… LO1) Draw a perceptual map to explain brand positioning for a given organisation (all). LO2) Explain the importance of branding in influencing buyer behaviour (all).

Key Terms Buyer Behaviour Perceptual Mapping Brand Positioning

‘The Brand Challenge’ Simples Live Young Va Va Voom Another Way Ho Ho Ho… Makes exceedingly good cakes 6) 9) 10)

P1 Part B Add slides to your presentation that explains the branding efforts used by your companies for one of its products (the same product as used for growth!)