Branding and promotion

19 flashcards · Other · by Addaneye

1. Promotion definition

   Methods used by the business to communicate information and persuade consumers to purchase a product

2. Types of promotion

   Long-term promotion Short-term promotion

3. Long-term methods of promotion

   Persuasive advertising Public relations

4. Public relations definition

   Attempts by a business to create publicity that is reported as news

5. Short-term methods of promotion

   Buy one get one free (BOGOF) Seasonal price-cutting promotions

6. Brand definition

   A recognisable name or logo that helps to differentiate a product or business

7. Types of branding

   Individual brand Brand family Corporate brand

8. Individual brand

   Firms that make little or no attempt to push their company name but instead focus on a single brand e.g. Penguins, Marmite

9. Brand family

   Brand name that is used across a range of related products e.g. Cadbury

10. Corporate brand

    Using the company name as a brand, which can convince consumers that all products across the entire range share similar benefits e.g. nestle

11. Ways to build a brand

    Advertising Unique selling point Sponsorship Digital media

12. Advertising

    Drawing people's attention to a good or service. Works best as a way of reinforcing the messages the company wants to send about its brand

13. Unique selling point

    A particular feature of a product or service that no rival provides and may provide the key stimulus that launches a brand

14. Sponsorship

    A way of building a brand through association

15. Digital media

    A wide range of possibilities from using google ads to using social media to build relationships with consumers

16. Ways in which branding and promotion has changed to reflect social trends

    Viral marketing Social media Emotional branding

17. Viral marketing

    Use of social media to spread recommendations about a product

18. Social media

    How business can display their promotional methods

19. Emotional branding

    The relationship between a brand and its consumers can reach new emotional levels through the use of social media