1. Theme 1: Marketing & People This theme enables students to understand how businesses identify opportunities and to explore how businesses focus on developing a competitive advantage through interacting with customers. Students develop an understanding of how businesses need to adapt their marketing to operate in a dynamic business environment. This theme also considers people, exploring how businesses recruit, train, organise and motivate employees, as well as the role of enterprising individuals and leaders. 1.3 Marketing mix and strategy Subject content 1.3.2 Branding and promotion What students need to learn: a) Types of promotion b) Types of branding c) The benefits of strong branding: added value ability to charge premium prices reduced price elasticity of demand d) Ways to build a brand unique selling points (USPs)/differentiation advertising sponsorship the use of social media e) Changes in branding and promotion to reflect social trends: viral marketing social media emotional branding

2. Branding Creating a distinctive and lasting identity in the minds of consumers

3. Branding Creating a distinctive and lasting identity in the minds of consumers

4. Branding Creating a distinctive and lasting identity in the minds of consumers

5. Branding Creating a distinctive and lasting identity in the minds of consumers

6. Branding Creating a distinctive and lasting identity in the minds of consumers

7. Branding Creating a distinctive and lasting identity in the minds of consumers

8. Branding Creating a distinctive and lasting identity in the minds of consumers

9. Branding Creating a distinctive and lasting identity in the minds of consumers

12. The following are brands…..what do you associate with these brands….? Classy?! Sexy Powerful Independent

13. The following are brands…..what do you associate with these brands….? Good value Safe Quality Trusted

14. The following are brands…..what do you associate with these brands….? Value for money? Classic Glamourous

15. The following are brands…..what do you associate with these brands….? Money Power Status Manly?

16. Why build a brand? Reduces need for promotion Customer loyalty Retailers are happy to stock it Bring out new products

17. Individual brands

18. Brand family The Cadbury logo makes it familiar and more trusted

19. Corporate brand

20. Benefits of strong branding

21. How to build a brand?

22. How has branding changed due to social changes? Viral marketing Social media Emotional branding Interaction Targeting Speed Connections

24. Assess whether the long-term success of Big Basket will hinge mainly on its success at branding. (10 marks) Showbie