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business level 3- unit 28 branding- assignment 1
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Assignment 1- Unit 28branding
5.12.23
Assignment 1
, Introduction
This assignment will be evaluating the impact of branding on Tesco. It will speak about the
principles of branding, how branding is an asset, advantages and disadvantages of branding
for Tesco and the impact of branding on Tesco.
P1- explore the principles of branding
What is branding?
Branding is a strategy for a business to promote its own products. This can be done through
its ethos, image and tone. Branding is important as it helps with advertising, leaves a
positive impression with customers, attracts new customers and helps your product stand
out. However, a brand represents a company usually through its name or a symbol which
distinguishes them from other businesses. There are many different types of brands such as
product brand, service brand, umbrella brand, corporate brand and global brand.
Types of brands
Product brands are individual products within a company and are usually associated with
specific products. Examples include coca cola, pot noodles and Nutella. This is because all
these products focus on creating a strong brand identity for their products. Service brands
add value to a service online or face to face. Examples include uber and apple pay. This is
because these brands focus on representing the company rather than their specific
products. Umbrella brands are brands that are allocated to different products. Examples
include Cadbury and dove. This is because the brands focus on using their brand name to
represent the variety of products and services they sell. Corporate brands are the practise of
promoting a brand name. Examples include when a retail shop assigns their brand name to
certain products. This is because they want to represent their overall reputation of their
company in which they can encompass the company's values. Global brands are easily
recognised brands that individuals are familiar with. Examples include Nike, Starbucks and
amazon. This is because these brands are available in several countries and have a strong
presence in society allowing them to have a strong brand reputation.
Creating a new brand
Creating a new brand can be done within a business. For example, Tesco has created its own
set of brands under its venture brands programme. Some of these brands include
nightingale farms, molly's, Stockwell and everyday value (1 marketing week.) In order to
create a new brand, you must identify your target audience, competition and create a
business strategy. Brand extension also known as brand stretching is when a company uses
its popular brand names on a new product being introduced to the market. For example,
Tesco has done this buy using their brand name of molly's to release a range of
confectionary products under the name molly's. Sub brands is when a business creates a
distinct brand within its own brand. This is usually done to attract a new target audience and
more customers. Tesco has done this by realising different versions of their products. For
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