1.3.2 Branding and promotion

Define advertising

Promotion through paid channels such as television, radio, print media (magazines), and online advertising

Define direct marketing

Communicating directly with customers through email, text message, social media or post

Define sales promotion

Techniques that encourage the purchase of a product by offering temporary incentives or discounts such as free samples etc.

Define personal selling

Occurs when a salesperson interacts with potential customers one-on-one, either in person or through digital communication channels

Define sponsorship

An agreement where a company provides financial or other support to an event, team, or organization in exchange for marketing exposure

Define public relations (PR)

Building relationships with the public and managing reputation, e.g. media relations

Define digital communications

Any form of marketing or communication that is delivered electronically, such as social media, search engine optimisation (SEO), or mobile apps such as Instagram and Twitter

Define branding

Process of creating a unique and identifiable name, design, symbol, or other feature that differentiates a product or company from its competitors

• A brand is more than just a logo or a name — it’s the overall image, identity, and reputation of a business or product.

Define manufacturer/corporate branding

When the manufacturer’s name (the company’s brand) is used to promote all their products, instead of each product having its own separate brand.

Benefits and drawbacks of manufacturer branding

BENEFITS

• Brand Loyalty Across Products
  → If customers trust the manufacturer (e.g. Apple), they’re more likely to try other products from the brand.

• Strong Brand Recognition
  → The company builds a powerful identity, so every product benefits from the same reputation.

• Higher Prices (Premium Positioning)

• Easier Marketing
  → Promotion is more efficient — one strong brand message works across all products.

DRAWBACKS

• One Product Fails = Damage to Whole Brand
  → If one product gets bad press, it could harm the reputation of the entire brand

• High Development and Marketing Costs

• Less Flexibility for Product Positioning
  → If the corporate brand is seen as premium, it’s hard to launch budget products without confusing or damaging the brand.

Define product branding

Refers to the use of a unique name, design, or symbol to promote a specific product

Define own brand/private label branding

Refers to the use of a retailer's name to promote a specific product or service, e.g. Tesco Everyday Value or Boots skincare range

Benefits and drawbacks of own label branding

BENEFITS

• Higher Profit Margins – They’re cheaper to produce or source, so they can make more profit per item.

• Customer Loyalty – If people love Tesco’s products, they’ll come back to Tesco for everything.

• Control Over Product Range – They choose the pricing, packaging, marketing, and ingredients.

• Fills Gaps in Market – If branded goods are too expensive or unavailable, they offer an alternative.

DRAWBACKS

• Lower Perceived Quality – Some customers might think own-brand is low quality compared to big-name brands.

• Harder to Build Trust – People trust Heinz beans more than “Tesco Value” beans at first.

• Limited Appeal – Not all shoppers want the cheapest or most generic option, especially in premium markets.

• Risk to Reputation – If an own-brand product is poor quality, it affects how people see the whole retailer.

Define viral marketing

Strategy where businesses use online platforms to promote their products by creating content at specific times, which can easily be shared and commented on

Define emotional branding

Strategy where companies build strong emotional connections with their customers by appealing to their values, beliefs, and emotions