Transcript Branding - Amazon Web Services

GCSE Business Studies
BRANDING
Branding
Plans – 2 sessions
GCSE Business Studies
BRANDING
SESSION 1
• Outcomes 1
• Introduction – Marketing Mix – Notes ( 10 min.)
• Introduction “Product”
• DVD
• Notes – definition “branding” ( 14min.)
• Colours Fun Task ( 3min.)
• 2 minute work on slide 14 and then discuss question 1 to 4 ( 5min.)
• Explain Brand Evaluation Activity
• Issue Brand evaluation sheets – 4 page booklet A4 colour – 1 each.
• Students complete evaluations (12 – 15min.)
• Discuss opinions/ findings
SESSION 2
• Starter - Play with some real packaging – set the scene (10 min.)
• Application of being a Brand Designer (25 min.)
• Evaluate each other’s work (5min.)
• Notes – Pros and Cons of branding (5min.)
• Conclusions (5min.)
Outcomes:
All will be able to DEFINE
“Marketing Mix” and “branding”.
GCSE Business Studies
BRANDING
Most will be able to analyse
what makes branding effective
and link it to Market
Segmentation.
Some will make judgements
about the relative importance of
having branded goods – what
benefits and drawbacks are
there from branding goods a
company should consider.
Level 1
Grade E
Knowledge skills.
Level 2
Grades D to C –
Application & Analysis
Skills
Level 3
Grades B to A* Evaluation Skills.
The 4Ps of the Marketing Mix
GCSE Business Studies
BRANDING
The “Marketing Mix” is the combination of 4
key factors that companies put together in
order to not only make us BUY their product,
but to KEEP ON BUYING it!
The Marketing Mix consists of the 4Ps
1. Product
2. Place
3. Promotion
4. Price
P is for “Product”
“Product” is all about what is UNIQUE about the
company that makes us think that it’s more
special than its rivals.
GCSE Business Studies
BRANDING
Products are made to stand out by aspects such
as their DESIGN; BRAND NAMES and
PACKAGING.
Lets see what the DVD can tell us about “Product” in
the introduction, before we study branding in more
detail….
Branding - Definition
• Branding is the imagery a company uses
to make us IDENTIFY them and pick them
out from their competition.
GCSE Business Studies
BRANDING
• Branding can involve the use of a
CONSISTENT range of colour or a LOGO.
• The “Brand” can be the company e.g.
MORRISONS; or it can be a product range
that is a “Brand” e.g. “Lynx” (made by
Unilever).
GCSE Business Studies
BRANDING
Fun Task: The Power of Colour!
I am going to show you some colours
and images for a few seconds. For
each one, write down the FIRST
company or product that comes in to
your head when you see the colour or
image.
GCSE Business Studies
BRANDING
What’s the FIRST BRAND you think of
when you see this colour?
GCSE Business Studies
BRANDING
What’s the FIRST BRAND you think of
when you see this colour?
GCSE Business Studies
BRANDING
What’s the FIRST BRAND you think of
when you see this colour?
GCSE Business Studies
BRANDING
What’s the FIRST BRAND you think of
when you see this colour?
GCSE Business Studies
BRANDING
What’s the FIRST BRAND you think of
when you see this colour?
GCSE Business Studies
BRANDING
What’s the FIRST BRAND you think of
when you see this colour?
Task Work
1. How do companies get us to recognise a new
brand when it comes out?
2. Do you think the costs of ESTABLISHING a
brand like this would be low, medium or high and
why?
GCSE Business Studies
BRANDING
3. Why do companies go to all the effort of creating
brands for their products?
4. Carry out the next task to find out the extent to
which the images companies use links to the
market segment they want to aim at ….
Brand Analysis – Yorkie Bars
• Which Market Segment?
• Gender?
• Age Groups?
GCSE Business Studies
BRANDING
• Income Groups?
• Suitability of colours/
image used for the brand
considering their target
market….
Brand Analysis – Galaxy Bubbles
• Which Market Segment?
• Gender?
• Age Groups?
GCSE Business Studies
BRANDING
• Income Groups?
• Suitability of colours/
image used for the brand
considering their target
market….
Brand Analysis – Elizabeth Shaw
• Which Market Segment?
• Gender?
• Age Groups?
GCSE Business Studies
BRANDING
• Income Groups?
• Suitability of colours/
image used for the brand
considering their target
market….
Brand Analysis – Bassett’s Allsorts
• Which Market Segment?
• Gender?
• Age Groups?
GCSE Business Studies
BRANDING
• Income Groups?
• Suitability of colours/
image used for the brand
considering their target
market….
Brand Analysis:
GCSE Business Studies
BRANDING
Which Market Segment is this
product Aimed at ?
Reasons the packaging is a
suitable type/ design for the
market segment.
Possible Criticisms of the branding and packaging ….
Brand Analysis:
GCSE Business Studies
BRANDING
Which Market Segment is this
product Aimed at ?
Reasons the packaging is a
suitable type/ design for the
market segment.
Possible Criticisms of the branding and packaging ….
Brand Analysis:
GCSE Business Studies
BRANDING
Which Market Segment is this
product Aimed at ?
Reasons the packaging is a
suitable type/ design for the
market segment.
Possible Criticisms of the branding and packaging ….
Brand Analysis:
GCSE Business Studies
BRANDING
Which Market Segment is this
product Aimed at?
Reasons the packaging is a
suitable type/ design for the
market segment.
Possible Criticisms of the branding and packaging ….
Starter
Construct sentences using these key terms….
GCSE Business Studies
BRANDING
Women
Market
Marketing
Target
Men
Competitors
Right
Marketing
Promotion
Right
Branding
Product
Unique
Place
Price
aged
aged
Segment
Market
people
Time
Place
Mix
18-25
25-40
Unique
Selling
Point
(USP)
Next term
Branding 2 and 3
GCSE Business Studies
BRANDING
Evaluating Brand Designs –
HOW and WHY do brand designs
help reach a target market?
Outcomes – 2 sessions …
All will be able to LIST two
reasons firms may brand their
goods.
GCSE Business Studies
BRANDING
Most will be able to EXPLAIN
their reasons for their design.
Some will make strong
evaluations of the design
concepts/ product names and
feedback to others on their work
– JUSTIFYING their
judgements.
Level 1
Grade E
Knowledge skills.
Level 2
Grades D to C –
Analysis Skills
Level 3
Grades B to A* Evaluation Skills.
Evaluating and comparing the Branding of a
range of chocolates and sweets …..
GCSE Business Studies
BRANDING
Using the images provided, you have
approximately 10 minutes to carry out
an evaluation of the brands on the
picture sheets you are given
Look closely at the packaging/ colours/
images/ textures/ logos/ AND the actual
name – when making your judgements
Write your thoughts on the pages provided
– be prepared to JUSTIFY your views!
Feedback and Conclusions…
1. Feed back on the 4 products….
GCSE Business Studies
BRANDING
2. SO… HOW and WHY does branding and
brand imagery help a business reach its
target market?
Your Turn…..
GCSE Business Studies
BRANDING
Imagine you work for the Marketing
Department of Unilever.
Choose any ONE product from the list
below.
Shampoo
Body Spray
After Shave
Hair Gel
Hairspray
Make-up
You need to design a BRAND name
and image for a new product in the
category you choose …...
GCSE Business Studies
BRANDING
Task Guide
WHO your TARGET MARKET is
(age; gender; high or low income)
Suitable NAME for the product
Suitable SHAPE for the packaging
Suitable COLOUR for the
packaging
Suitable Material that the
packaging will be made of
Sketch the product.
Sketch the logo if you chose one.
Write up your Brand Specification
JUSTIFYING the decisions that
you made
Let’s review some work.
GCSE Business Studies
BRANDING
Has the person:
Made an appropriate choice of:
• Name
• Colour
• Shape
• Logo
• Packaging Material
For their chosen market segment?
Have they justified their decisions (weak/ strong)?
Consolidating our work on:
GCSE Business Studies
BRANDING
The PRODUCT, Branding,
Targeting Market Segments.
Outcomes
All will review our display
work
Level 1
Grade E
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BRANDING
Knowledge
Most will explain 2
examples of pros and
cons of branding; as well
as how it links to market
research and market
segments
Level 2
Grades D to C –
Analysis
Some will evaluate the link Level 3
between branding and
Grades
B
to
A*
price; and the success of a
Evaluation and Judgement
product
Pros and Cons of Branding:
GCSE Business Studies
BRANDING
Advantages
Can charge HIGHER PRICES
Could get a bad name as well as a
good one if quality is not kept up
Can be copied/ near copied
Drawbacks
Cost of developing
and establishing it
Increases loyalty
Can Launch complimentary
products in same brand name – e.g.
shampoo; conditioner; hairspray.
Successful brand names CAN
link to product (e.g. a “Hoover”)
Pros and Cons of Branding:
Advantages:
GCSE Business Studies
BRANDING
•
Drawbacks:
Increases loyalty
•
Cost of developing and
establishing it
•
Can charge HIGHER PRICES
•
Successful brand names CAN
link to product (e.g. a “Hoover”)
•
Can be copied/ near
copied
•
Can Launch complimentary
products in same brand name –
e.g. shampoo; conditioner;
hairspray.
•
Could get a bad name as
well as a good one if
quality is not kept up
Branding – Conclusions, Discussion and Write-Up:
1. Is branding simple or complex to design? Explain.
(3 marks Level 2 – Grade D)
2. Is branding time consuming or quick to set up?
Give reasons for your answer.
(Level 2 – Grade D - 3 marks)
GCSE Business Studies
BRANDING
3. How does market research help in the development of a new brand?
Explain your answer clearly and give an example.
(Level 2 – Grade C – 5 marks)
4. To what extent does branding link to the price charged and the target
market? Is there a strong or weak link between them? Explain your point
with examples.
(10 marks -Level 3 – Grades B - A*)
5. Is branding essential or non essential for a product’s success? Discuss
and explain your thoughts.
(8 marks – Level 3 – Grades B - A*)
Mark scheme - Question 3
3.
How does market research help in the development of a new
brand/ Explain your answer clearly and give an example?
(Level 2 – Grade C – 5 marks)
Do they DEFINE what market research is OR do they DEFINE what
a BRAND is?
(1 mark)
GCSE Business Studies
BRANDING
Do they clearly and correctly explain market research helps the
development of a new brand because it can be used to see if the
target segment like the chosen name; packaging design and Price?
(3 marks if ALL included)
Do they give a sensible example?
(1 mark)
Mark scheme - Question 4
4.
To what extent does branding link to the price charged and the
target market? Is there a strong or weak link between them?
Explain your point with examples (10 marks -Level 3 – Grades
B - A*).
GCSE Business Studies
BRANDING
Do they DEFINE branding (1mark)? Do they Define TARGET
market or Price? (1 mark)
Do they discuss the connection between brand and price? Explain
how you can have economy brands; everyday brands and luxury
brands BUT the NAME and packaging/ image of the brand has to
link to the chosen brand image IF you are to charge the price you
want (e.g. Radley handbags have an exclusive designer brand
image with their famous little dog logo – this means they CAN
charge a higher price for their handbags).
Do they discuss the importance of design, image and packaging in
order to appeal to your target market? ( up to 5 marks)
Do they write a conclusion which gives a JUDGEMENT as to
whether they feel there is a strong link between branding, the price
charged and the target market, and JUSTIFY their views
convincingly? ( up to 3marks)