Branding and Differentiation

Learning Objectives

• Branding: the importance of brands as an aid to product trial and repeat purchase

• Product differentiation: the need to differentiate a product/service from others, given the level of competition

Logo• What is a Logo?

A symbol or picture that represents the business

Starter• You will see a series of logos• Write the name of the company /

product in your books

• Choose two and tell me what you know about that company.

Brand• A product with a unique character, for example a

design or image• Branding gives identity to a product.

Branding gives customers an idea of what they are paying for.

• It can be the name of the product, or the name of a company

‘Products are made in a factory, logos are printed on shirts and brands are created in the mind.’

Branding

Advantages DisadvantagesCustomer Loyalty High costs associated with

promotions to instigate product trial and repeat purchase

Higher Prices Constant promotion is necessaryA single bad event may affect all the brand’s products

Brand names need to be registered world wide

Types of Branding• Family Branding

Family branding is where products are distinguished under a company heading

• iPod, iPhone, iPad, etc are all distinguished under the Apple logo

• Line BrandingLine branding is where products are distinguished from other producers’ products.

• Such as Wrigleys Extra, Extra Thin Ice, Juicy Fruit, Hubba Bubba

• Own Label BrandingWhen retailers use their name on the product – e.g. Sainsbury ‘Taste the Difference’

• Global BrandsSold in lots of countries (Coca-Cola, BMX, Apple)

Product Differentiation

• How do you make your product seem different?– Logo– Name– Quality– Content– PackagingOr a combination

Homework• A-Z GCSE Worksheets: Branding and

Differentiation

Unique Selling Point

• Co-Operative Bank• Bounty chocolate bar• Canbury School

Use a catalogue to find a product with a USP.

Pizza Hut pg 248

Mini test - Branding

• Text book: Pg 247• Q1-8

Extension Questions

• ONE WATER