04 btec12 first_bus_u3_pp1

BTEC First BusinessTeaching and Assessment Pack

Unit 3: Promoting a Brand

Unit 3Promoting a Brand



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Overview of Unit 3On completion of this unit, you will understand:

why businesses develop brands how the marketing mix applies to different companies the importance of the promotional mix to developing

a brand the relevance of target markets to brand

development how to plan a promotional campaign.




Overview of Unit 3In this unit, you will examine:

how brand promotion differs according to the size and type of businesses

why some promotional techniques are more appropriate than others

how a brand can have a personality.

BTEC Level 2 First Business





Overview of Unit 3

In this unit, you will develop: creative ideas about the branding and promotion of a

local business evaluation skills from making judgements on the

quality of different promotional campaigns.




How will you do this?You will:

research local and national brands

reflect on your experience as a consumer

have the opportunity to interview local entrepreneurs.




How will you do this?You will:

create a marketing mix for a local company

design an original brand

produce examples of promotional material.




Assessment for Unit 3One assignment to meet the assessment criteria:

Investigate the brand promotion of two businesses.

Investigate the marketing mix for a specific brand.

Create a brand for a local business.

Plan a promotional campaign for your brand.




Think about this …Steve Jobs came up with the idea for the Apple brand while working on a farm.

The name ‘Google’ was named as a play on the word ‘Googol’ which is the the number that is written as the number 1 followed by 100 zeros.

The Nike ‘Swoosh’ was created by a student – she was paid $35 for her work!



The term ‘brand’ comes from the world of farming – cattle farmers used to use a red-hot iron to mark their cattle to show who owned it.

Many well-known brands are linked to the names of the original owners of a company, such as Marks and Spencer.

Brands show customers who produced a product. Why might this be important?


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