Essay
Unit 3 Promoting a brand - P5
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This document creates a promotional campaign for a branded product
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Voorbeeld van de inhoud
Unit 3 – P5Promoting a Brand
Cesar Felix Audi, Legaspi
For this assignment I will create a promotional campaign for a branded product.
How businesses promote their brand image – They can produce an image of their brand and
they can insert a strapline. This can attract a large amount of customers and generate sales very
quickly. For example: Nike’s ‘’Just do it’’, this made a fitness craze and customers were buying
their products every day, because they wanted to be it and the strapline motivated them.
Setting promotional objectives – There are different promotional objectives, but in my opinion
the main objective should be Brand Recognition, because this will allow customers to be familiar
with your to identify your company with ease. It can also enable your customers to explain the
meaning behind your brand name and symbols.
Developing the most appropriate promotional mix – The promotional mix consists of the 4
P’s. The 4 P’s are price, product, promotion and place. Every product it’s different, so you need to
develop the most appropriate promotional mix. For example: A shoe, it needs to have the right
price depending on the brand, how is it promoted and where is it being sold.
Designing promotional activities – There will be different promotional activities to attract
customers. You can promote and advertise your products or services through newspapers, radio,
televisions and magazines. Product and service promotion is the most common form of
marketing.
The current view that customers have of the brand – The view of customers will depend on
what brand it is. For example: The brand is ‘’Louis Vuitton’’, customer will view it as a luxurious
product, from handbags, shirts, jeans and shoes. This product is also of very good quality and it
has unique designs.
A set of beliefs about a specific brand – This is a consumer’s perception about a certain
product. Brand image conveys emotional value and it is the organisations character. Brand
image is the customer’s net extract from the brand. Every consumer and customer has different
perceptions, but if the product is good most of them will think that the product or service is
good.
The overall impression of the brand in consumer’s minds – If the brand is of good quality,
the service is good and it is made of good materials etc. The consumer’s impression will change
and will turn to good impressions. But if the product does not meet the standards, the
consumer’s impressions will be bad.
Customers purchase the image associated with the product – People will usually buy a
product, because of the quality and no the brand. Some customers will buy a product, because of
the brand and not the quality. If the general impression of the product is excellent, the customer
or consumer will buy the product.
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