building a brand |
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Learning Objectives
> I have reviewed the meaning of branding and can give a detailed definition > I have identified and given examples of the three different types of branding > I have evaluated various example of branding and can use this information to explain the pros and cons of a strong brand image |
Stretch & challenge: Consider what factors have led you to this opinion?
Information
Branding creates a clear image that customers can recognise. Its about giving a unique name, unique image and clear message to customers on what they can expect from the product. |
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Information
Advantages of a strong brand
> Encourages customer loyalty, which will mean repeat purchases and word-of-mouth recommendation
> Companies are able to charge premium prices for strong brands
Disadvantages of a strong brand
> High costs associated with promotion in order to gain brand recognition in the first place
> Constant promotion is necessary to maintain the brand
> Brand names have to be protected by being registered worldwide
Advantages of a strong brand
> Encourages customer loyalty, which will mean repeat purchases and word-of-mouth recommendation
> Companies are able to charge premium prices for strong brands
Disadvantages of a strong brand
> High costs associated with promotion in order to gain brand recognition in the first place
> Constant promotion is necessary to maintain the brand
> Brand names have to be protected by being registered worldwide
Task 3
What are the differences between the three types of branding in the images below?
What are the differences between the three types of branding in the images below?
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Plenary
Watch the video opposite and identify what type of branding was used for each advert. Stretch & challenge: Why are these adverts considered to be some of the most successful branding adverts in recent years? |