Lesson 9 – Branding and Differentiation 3.1 - MARKETING Lesson 9 – Branding and Differentiation

Complete the ‘Name That Brand’ worksheet. Starter Activity Complete the ‘Name That Brand’ worksheet.

Learning Outcomes Understand what is meant by a ‘brand’ All Most Some Understand what is meant by a ‘brand’ Understand what is meant by ‘generic’ products and ‘own-label’ brands Understand the advantages and disadvantages of having a strong brand Suggest possible advantages of having a strong brand Explain the importance of brands as an aid to product trial and repeat purchase

Video You are about to watch a short video about brand management. See if you can establish what is meant by a ‘brand’.

Take timed turns listening, sharing and responding Think, Pair Share Take timed turns listening, sharing and responding Partner A and partner B How would you describe what is meant by a ‘brand’? Think time – 1 minute Partner A go first- wait for start In pairs, partner A shares, partner B listens Time up Partners switch roles – wait for start

What is a Brand? Every business would like to own strong brands A branded product is a named product which in the eyes of customers is seen to be different from other, often similar, products A brand has an image and/or identity that consumers can associate with. It triggers images, thoughts, emotions and attachments and as a result is more likely to be purchased over rivals if those feelings are all positive

Complete the ‘brand feelings’ activity.

Complete the gap-fill exercise on the lesson worksheet. Activity Complete the gap-fill exercise on the lesson worksheet.

Generic Products The opposite of a branded product is a generic product Potatoes are generic products – consumers see them as being the same wherever they buy them.

Own-Label Brands Today, many brands are faced with strong competition from cheaper own-label brands from retailers such as Asda or Tesco.

Branding and Product Trial Thinking time – 30 seconds How does having a strong, well-known brand help a business to create an advantage over other companies when encouraging customers to try out a product? When customers want to buy a product, they are more likely to try out a product with a brand name than those with weaker or unknown names

Branding and Repeat Purchase How does having a strong, well-known brand help a business to encourage repeat purchases? A strong brand can help to influence a purchase decision because consumers associate a brand with positive feelings and so are more likely to choose the same brand again For example, the owner of a Sony TV might buy a second Sony TV or a DVD player because of their positive association with the Sony brand

Activity The three brands above can all be considered as being examples of strong brands. Thinking about these three brands, what are the advantages and disadvantages to a business of having a strong brand? You might want to consider what the three brands have in common and think about the four P’s of the marketing mix to help you come up with the advantages.

Strong Brands Advantages Disadvantages Encourages customer loyalty – leading to repeat purchase and word of mouth recognition. High costs associated with promotions in order to gain brand recognition. Companies able to charge higher prices – especially if market leader. Constant need for promotion in order to maintain the brand. A single bad event may damage the brand and affect all products. Have to protect brand names worldwide.

Take timed turns listening, sharing and responding Think, Pair Share Take timed turns listening, sharing and responding Five things that you have learnt this lesson. Think time – 1 minute Who goes first - wait for start In pairs, Partner A shares, Partner B listens Time up Partner B responds by summing up what Partner A has said Both partners record answers on the last page of the lesson worksheet Partners switch roles – wait for start

Learning Outcomes Understand what is meant by a ‘brand’ All Most Some Understand what is meant by a ‘brand’ Understand what is meant by ‘generic’ products and ‘own-label’ brands Understand the advantages and disadvantages of having a strong brand Suggest possible advantages of having a strong brand Explain the importance of brands as an aid to product trial and repeat purchase