DISTINCTION ACHIEVED
Evidence to be submitted:
• Table 1 (Completed template provided asking first what is meant by a brand and branding and what is meant by brand promotion)
• Table 2 (explained and compared how each business uses
branding by showing the similarities and differences)
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Branding and Promotion Learning aim A
P1. Table - Explain how branding is used in two businesses.
1. What is meant by a brand and branding?
o Brand is the result of the branding effort. The brand describes who you are
and what you do by use of visual identity, verbal dialog and tone of actions. It
is utilized for virtually all of your marketing communications. It is how people
identify, know and remember you.
o Branding is the act of creating a brand. The process involves positioning your
company or product in the market, devising brand, creating your name,
designing corporate identity or product identity, writing brand messaging, and
setting brand standards.
2. What is meant by brand promotion?
Is the way to inform, remind, persuade convincingly, and influence the consumers
to drive their decision towards purchasing the product or service under a brand.
3. Why does each business need to promote itself?
Good promotional activity will inform customers about the company's products and
persuade them to purchase from the company. Good promotional activity will
create awareness of the company's brand and in turn lead to increased sales and
profit.
4. What are the likely effects of unsuccessful branding for a business?
o Poorly designed logo.
o Ignoring social media.
o Bad branding can erode trust.
o Bad branding can cause your business to be seen as careless.
P2. Table - Assess the marketing mix for a selected branded product.
BUSINESS 1 – DRE BEATS BUSINESS 2 – COSTA COFFEE
A BRIEF DESCRIPTION OF Dre beats is a leading audio Costa Coffee was founded in
EACH BUSINESS brand founded in 2006 by Dr. London in 1971 by the Costa
Dre and Jimmy Iovine. Through family as a wholesale operation
its family of premium consumer supplying roasted coffee to
headphones, earphones and caterers and specialist Italian
speakers. coffee shops.
IDENTIFY THE BUSINESS The brand name “Beats” comes The brand of Costa Coffee has
BRAND OR BRANDS from music that comes out of an exclusive combination and
the speakers. The B stands for the roasted coffees. They use
the B in Beats. It is an intuitive them as a graphics device to
design that demands to be create a consistent look
seen. It ties directly with the throughout the store
brand and its audio products experience in everything from
and lets all who see it know orientation to menu design.
exactly where their expertise
lies.
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