1. What is the focus of today’s lesson?

2. Branding Strategies
P1 Part B

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

4. 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.

5. Marketing Techniques
Branding
Brand Positioning
Brand Extension

6. Perceptual Mapping
Alton Towers & leisure market

7. 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?

8. 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).

9. Key Terms
Buyer Behaviour
Perceptual Mapping
Brand Positioning

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

11. 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!)