Branding

Plans – 2 sessions SESSION 1 Outcomes 1 Introduction – Marketing Mix – Notes ( 10 min.) Introduction “Product” DVD Notes – definition “branding” ( 14min.) Colours Fun Task ( 3min.) 2 minute work on slide 14 and then discuss question 1 to 4 ( 5min.) Explain Brand Evaluation Activity Issue Brand evaluation sheets – 4 page booklet A4 colour – 1 each. Students complete evaluations (12 – 15min.) Discuss opinions/ findings SESSION 2 Starter - Play with some real packaging – set the scene (10 min.) Application of being a Brand Designer (25 min.) Evaluate each other’s work (5min.) Notes – Pros and Cons of branding (5min.) Conclusions (5min.)

Outcomes: Level 1 Grade E Knowledge skills. Level 2 All will be able to DEFINE “Marketing Mix” and “branding”. Level 1 Grade E Knowledge skills. Most will be able to analyse what makes branding effective and link it to Market Segmentation. Level 2 Grades D to C – Application & Analysis Skills Some will make judgements about the relative importance of having branded goods – what benefits and drawbacks are there from branding goods a company should consider. Level 3 Grades B to A* - Evaluation Skills.

The 4Ps of the Marketing Mix The “Marketing Mix” is the combination of 4 key factors that companies put together in order to not only make us BUY their product, but to KEEP ON BUYING it! The Marketing Mix consists of the 4Ps Product Place Promotion Price

P is for “Product” “Product” is all about what is UNIQUE about the company that makes us think that it’s more special than its rivals. Products are made to stand out by aspects such as their DESIGN; BRAND NAMES and PACKAGING. Lets see what the DVD can tell us about “Product” in the introduction, before we study branding in more detail….

Branding - Definition Branding is the imagery a company uses to make us IDENTIFY them and pick them out from their competition. Branding can involve the use of a CONSISTENT range of colour or a LOGO. The “Brand” can be the company e.g. MORRISONS; or it can be a product range that is a “Brand” e.g. “Lynx” (made by Unilever).

Fun Task: The Power of Colour! I am going to show you some colours and images for a few seconds. For each one, write down the FIRST company or product that comes in to your head when you see the colour or image.

What’s the FIRST BRAND you think of when you see this colour?

What’s the FIRST BRAND you think of when you see this colour?

What’s the FIRST BRAND you think of when you see this colour?

What’s the FIRST BRAND you think of when you see this colour?

What’s the FIRST BRAND you think of when you see this colour?

What’s the FIRST BRAND you think of when you see this colour?

Task Work How do companies get us to recognise a new brand when it comes out? Do you think the costs of ESTABLISHING a brand like this would be low, medium or high and why? Why do companies go to all the effort of creating brands for their products? Carry out the next task to find out the extent to which the images companies use links to the market segment they want to aim at ….

Brand Analysis – Yorkie Bars Which Market Segment? Gender? Age Groups? Income Groups? Suitability of colours/ image used for the brand considering their target market….

Brand Analysis – Galaxy Bubbles Which Market Segment? Gender? Age Groups? Income Groups? Suitability of colours/ image used for the brand considering their target market….

Brand Analysis – Elizabeth Shaw Which Market Segment? Gender? Age Groups? Income Groups? Suitability of colours/ image used for the brand considering their target market….

Brand Analysis – Bassett’s Allsorts Which Market Segment? Gender? Age Groups? Income Groups? Suitability of colours/ image used for the brand considering their target market….

Brand Analysis: Which Market Segment is this product Aimed at ? Reasons the packaging is a suitable type/ design for the market segment. Possible Criticisms of the branding and packaging ….

Brand Analysis: Which Market Segment is this product Aimed at ? Reasons the packaging is a suitable type/ design for the market segment. Possible Criticisms of the branding and packaging ….

Brand Analysis: Which Market Segment is this product Aimed at ? Reasons the packaging is a suitable type/ design for the market segment. Possible Criticisms of the branding and packaging ….

Brand Analysis: Which Market Segment is this product Aimed at? Reasons the packaging is a suitable type/ design for the market segment. Possible Criticisms of the branding and packaging ….

Starter Construct sentences using these key terms…. Unique Selling Point (USP) Women aged 25-40 Market Segment Marketing Mix Target Market Men aged 18-25 Right people Competitors Right Time Right Place Marketing Promotion Promotion Branding Product Unique Place Price Next term

Branding 2 and 3 Evaluating Brand Designs – HOW and WHY do brand designs help reach a target market?

Outcomes – 2 sessions … Level 1 Grade E Knowledge skills. Level 2 All will be able to LIST two reasons firms may brand their goods. Level 1 Grade E Knowledge skills. Most will be able to EXPLAIN their reasons for their design. Level 2 Grades D to C – Analysis Skills Some will make strong evaluations of the design concepts/ product names and feedback to others on their work – JUSTIFYING their judgements. Level 3 Grades B to A* - Evaluation Skills.

Evaluating and comparing the Branding of a range of chocolates and sweets ….. Using the images provided, you have approximately 10 minutes to carry out an evaluation of the brands on the picture sheets you are given Look closely at the packaging/ colours/ images/ textures/ logos/ AND the actual name – when making your judgements Write your thoughts on the pages provided – be prepared to JUSTIFY your views!

Feedback and Conclusions… Feed back on the 4 products…. SO… HOW and WHY does branding and brand imagery help a business reach its target market?

Your Turn….. Imagine you work for the Marketing Department of Unilever. Choose any ONE product from the list below. Shampoo Body Spray After Shave Hair Gel Hairspray Make-up You need to design a BRAND name and image for a new product in the category you choose …...

Task Guide WHO your TARGET MARKET is (age; gender; high or low income) Suitable NAME for the product Suitable COLOUR for the packaging Suitable SHAPE for the packaging Suitable Material that the packaging will be made of Sketch the product. Sketch the logo if you chose one. Write up your Brand Specification JUSTIFYING the decisions that you made

Let’s review some work. Has the person: Made an appropriate choice of: Name Colour Shape Logo Packaging Material For their chosen market segment? Have they justified their decisions (weak/ strong)?

Consolidating our work on: The PRODUCT, Branding, Targeting Market Segments.

Outcomes Level 1 Grade E Level 2 Grades D to C – Analysis Level 3 All will review our display work Level 1 Grade E Knowledge Most will explain 2 examples of pros and cons of branding; as well as how it links to market research and market segments Level 2 Grades D to C – Analysis Some will evaluate the link between branding and price; and the success of a product Level 3 Grades B to A* - Evaluation and Judgement

Pros and Cons of Branding: Advantages Drawbacks Can charge HIGHER PRICES Cost of developing and establishing it Can Launch complimentary products in same brand name – e.g. shampoo; conditioner; hairspray. Could get a bad name as well as a good one if quality is not kept up Increases loyalty Successful brand names CAN link to product (e.g. a “Hoover”) Can be copied/ near copied

Pros and Cons of Branding: Advantages: Increases loyalty Can charge HIGHER PRICES Successful brand names CAN link to product (e.g. a “Hoover”) Can Launch complimentary products in same brand name – e.g. shampoo; conditioner; hairspray. Drawbacks: Cost of developing and establishing it Can be copied/ near copied Could get a bad name as well as a good one if quality is not kept up

Branding – Conclusions, Discussion and Write-Up: Is branding simple or complex to design? Explain. (3 marks Level 2 – Grade D) Is branding time consuming or quick to set up? Give reasons for your answer. (Level 2 – Grade D - 3 marks) How does market research help in the development of a new brand? Explain your answer clearly and give an example. (Level 2 – Grade C – 5 marks) To what extent does branding link to the price charged and the target market? Is there a strong or weak link between them? Explain your point with examples. (10 marks -Level 3 – Grades B - A*) Is branding essential or non essential for a product’s success? Discuss and explain your thoughts. (8 marks – Level 3 – Grades B - A*)

Mark scheme - Question 3 How does market research help in the development of a new brand/ Explain your answer clearly and give an example? (Level 2 – Grade C – 5 marks) Do they DEFINE what market research is OR do they DEFINE what a BRAND is? (1 mark) Do they clearly and correctly explain market research helps the development of a new brand because it can be used to see if the target segment like the chosen name; packaging design and Price? (3 marks if ALL included) Do they give a sensible example? (1 mark)

Mark scheme - Question 4 To what extent does branding link to the price charged and the target market? Is there a strong or weak link between them? Explain your point with examples (10 marks -Level 3 – Grades B - A*). Do they DEFINE branding (1mark)? Do they Define TARGET market or Price? (1 mark) Do they discuss the connection between brand and price? Explain how you can have economy brands; everyday brands and luxury brands BUT the NAME and packaging/ image of the brand has to link to the chosen brand image IF you are to charge the price you want (e.g. Radley handbags have an exclusive designer brand image with their famous little dog logo – this means they CAN charge a higher price for their handbags). Do they discuss the importance of design, image and packaging in order to appeal to your target market? ( up to 5 marks) Do they write a conclusion which gives a JUDGEMENT as to whether they feel there is a strong link between branding, the price charged and the target market, and JUSTIFY their views convincingly? ( up to 3marks)