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

2. Branding Strategies

3. Competency Focus
Creativity: learners will develop skills in creativity and design by firstly looking at how promotion is used in business to help them to reach their goals and secondly, to design their own promotional campaign responding to a creative brief from the client. Reasoning: Learners will develop skills in reasoning as after providing advantages and disadvantages for the use of the promotional mix, you will be required to make a reasoned judgment. [IB Learner Profile Development : Innovator]

4. Success Criteria By the end of today’s lesson, you should be able to…
1) describe what branding is, using researched examples
2) explain the importance of branding
3) consider the benefits for a business of building brands including brand extension, brand value and brand personality, using researched examples of real life businesses.

5. Marketing Techniques
Branding
Brand Positioning
Brand Extension

6. Re-cap:Perceptual Mapping
Alton Towers & leisure market Draw a perceptual map for the leisure industry.

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. Reflection
Why is branding important for a business? What makes up a distinctive brand? What are the benefits for a business to build their brand?

9. Research Task
Research each type of brand and complete the below table:
Type of Branding
Examples
Benefits
Limitations
Family Branding
Individual Branding
Corporate Branding
Own-label Branding
Manufacturers’ Brand

10. TOK
Read case study on pg. 278, and prepare the presentation as requested.

11. Manufacturer’s Brands
Key Terms
Buyer Behaviour
Perceptual Mapping
Brand Positioning
Product Branding
Family Branding
Own-label Branding
Manufacturer’s Brands
Brand Loyalty
Brand Awareness
Brand Development

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