UNIT 3: PROMOTING A
BRAND
P1, M1
Unit 3 Objectives


Explore the use of branding and the promotional
mix in Business.
Develop and promote a brand for a business.
Starter – How many brands can you recognise???
What is branding?
Discuss and come up with an answer.
2 minutes
Branding is a way of clearly highlighting what makes your
product or service different to, and more attractive than,
your competitors'.
What is a brand?


A brand is a product or a range of products with a
unique and easily recognisable character.
A company logo is one way of allowing us to
recognise a company.
What is branding? (according to
Business link the govt website)
Branding is a way of clearly highlighting
what makes your product or service different
to, and more attractive than, your
competitors'. Business Link
A brand goes much deeper than just your
company logo. You could define a brand as a
set of associations that an existing or
The intelligent use of design,
potential customer has of a company, product,
advertising, marketing, service
service or individual. These associations can
proposition, and corporate
be the result of your own efforts and actively
culture can all help to generate
promoted through marketing and corporate
associations in people's minds
identity. Branding also reflects your
that will benefit your business.
customers' experiences of your business and
Branding is your attempt to
affects every interaction you have with your
harness these associations to
customers and suppliers.
help your business perform
better.
So branding is an association?
Sponsorship helps us (the consumer) associate a
brand logo with being “top of your game”.
We may buy these clothes because of this
association. After a while we become brand loyal.
Brand Identity
Problem
Imagine an alien lands on
earth.
How would you describe
the following brand so
that they could identify it?
What’s in a brand?
Name of a
company
Logo
Colour
Catchphrase
Taste of a
product
What
makes up
a BRAND?
Sound
Workforce
Graphic or
image/vision
Uniform
Shapes
Brand Personality




It is important for a business to position itself correctly and
it’s personality should match the customers it is trying to
reach.
Apple has reinvented itself into a younger innovative
company.
Saga has a more mature BRAND PERSONLITY. This tells
customers what they should expect from the brand.
Brand personality can be created by simple things like staff
uniform and more complicated things like adverts and
products.
Brand Identity – Defining....
Read the following word and write down which
BRAND you think I am describing!
Tingly
Burst
Exciting
Gulp
Refreshing
Craving
Quenching
Satisfying
Addiction
Happiness
Anticipation
Icy
Spicy
Its cocoa brown with foam.
It sizzles when it is poured.
It tastes like a sweet sort of stinging.
Discuss

Discuss in pairs a brand that demonstrates the
following brand personalities:
1.
2.
3.
4.
5.

Trustworthy
Mature
Fun
Athletic
Cheeky
Explain your thoughts!
Slogans......
On your desks you will find a list of
slogans, please complete with the
brand it represents!
Task – Poster
P1
Lesson Objective:
Explain how branding is used in two businesses.

You must create a Poster for 2 different BRANDS.

You will be looking at how each BRAND operates.

P1
Progress Board


or
P1 Extra Help for
those that need it
Templates are on the shared area for you and MUST be saved
to your own user area.
Websites to be used:
www.adidas.co.uk &
www.coca-cola.co.uk
Task – M1
Lesson Objective:
Compare the use of brand promotion in two
businesses.
Progress Board
1.
Research how Adidas and Coca-Cola advertise and
promote their brands.
2.
In a WORD document, make a list of all the ways they
do this and give examples.
3.
Write a paragraph saying which type of advertising
and promotion is most effective for each brand and
why.
4.
Say what is similar about each brand’s advertising and
promotion and what is different.
What are you brand loyal to?