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Unit 28 - Branding: Student workbook Level 3 Extended Diploma
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Unit 28 Branding Level 3 Extended Diploma Student workbook Teaching Tool.
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BTEC BUSINESS LEVEL 3UNIT 28: Branding
NAME:
1
,Unit 28: Branding
Method of Assessment:
Internally assessed by coursework
Unit in brief:
Learners will investigate the role of branding and explore how it is used and will give
recommendations for changes to a brand for a selected product.
Unit Introduction:
Brands surround us in our everyday lives. People may judge others by their brand of car,
their brand of clothes or the brand of drinks they consume. Brands can help give people
identity and image. Because of this, marketing is often brand driven, with the objective of
establishing a product (good or service) with a separate identity in consumers’ minds,
making the product desirable, wanted and even needed. Messages are carefully crafted to
build customer views and expectations of the products associated with the brand. Constant
advances in digital-based processes and systems, and changes in customer behaviour and
their use of social media, present a challenge for businesses who work to maintain, develop
or reinforce their brand identity. Businesses invest a huge amount of effort and resources to
ensure that the customer recognises and responds to their brand identity in the right way. In
this unit, you will consider the ways in which businesses use branding to achieve their
marketing objectives and business aims. You will explore the ways in which branding
influences the marketing mix and how brand-strategy recommendations are developed
according to market needs. This unit will support your continuing studies of branding through
a marketing-related degree or a professional qualification. The unit will also give you the
skills you need to progress to employment in a branding related role.
Assessment outcomes:
In this unit you will:
A Investigate the role of branding in a selected business
B Review how branding is used by a selected business
C Recommend changes to a brand for an existing product
Activity 1 – What is a Brand?
Using your own words explain: Its intangible, it allows
people to identify the product, service or individual.
2
, Write below definitions from Kotler & Keller 2015 & Cambridge dictionary.
Activity 2 – What elements make up a brand?
Write down as many things that you think made up a brand.
3
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