gcse business studiesbranding branding. gcse business studiesbranding plans – 2 sessions session 1...
TRANSCRIPT
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Branding
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Plans – 2 sessionsSESSION 1• Outcomes 1• Introduction – Marketing Mix – Notes ( 10 min.)• Introduction “Product”• DVD• Notes – definition “branding” ( 14min.)• Colours Fun Task ( 3min.)• 2 minute work on slide 14 and then discuss question 1 to 4 ( 5min.)• Explain Brand Evaluation Activity• Issue Brand evaluation sheets – 4 page booklet A4 colour – 1 each.• Students complete evaluations (12 – 15min.)• Discuss opinions/ findings
SESSION 2• Starter - Play with some real packaging – set the scene (10 min.)• Application of being a Brand Designer (25 min.)• Evaluate each other’s work (5min.)• Notes – Pros and Cons of branding (5min.)• Conclusions (5min.)
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Outcomes:
All will be able to DEFINE “Marketing Mix” and “branding”.
Level 1
Grade E
Knowledge skills.Most will be able to analyse what makes branding effective and link it to Market Segmentation.
Level 2
Grades D to C – Application & Analysis Skills
Some will make judgements about the relative importance of having branded goods – what benefits and drawbacks are there from branding goods a company should consider.
Level 3
Grades B to A* - Evaluation Skills.
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
The 4Ps of the Marketing Mix
The Marketing Mix consists of the 4Ps
1. Product
2. Place
3. Promotion
4. Price
The “Marketing Mix” is the combination of 4 key factors that companies put together in order to not only make us BUY their product, but to KEEP ON BUYING it!
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
P is for “Product”
“Product” is all about what is UNIQUE about the company that makes us think that it’s more special than its rivals.
Products are made to stand out by aspects such as their DESIGN; BRAND NAMES and PACKAGING.
Lets see what the DVD can tell us about “Product” in the introduction, before we study branding in more detail….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Branding - Definition
• Branding is the imagery a company uses to make us IDENTIFY them and pick them out from their competition.
• Branding can involve the use of a CONSISTENT range of colour or a LOGO.
• The “Brand” can be the company e.g. MORRISONS; or it can be a product range that is a “Brand” e.g. “Lynx” (made by Unilever).
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Fun Task: The Power of Colour!
I am going to show you some colours and images for a few seconds. For each one, write down the FIRST company or product that comes in to your head when you see the colour or image.
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
What’s the FIRST BRAND you think of when you see this colour?
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
What’s the FIRST BRAND you think of when you see this colour?
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
What’s the FIRST BRAND you think of when you see this colour?
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
What’s the FIRST BRAND you think of when you see this colour?
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
What’s the FIRST BRAND you think of when you see this colour?
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
What’s the FIRST BRAND you think of when you see this colour?
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Task Work
1. How do companies get us to recognise a new brand when it comes out?
2. Do you think the costs of ESTABLISHING a brand like this would be low, medium or high and why?
3. Why do companies go to all the effort of creating brands for their products?
4. Carry out the next task to find out the extent to which the images companies use links to the market segment they want to aim at ….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Brand Analysis – Yorkie Bars
• Which Market Segment?
• Gender?
• Age Groups?
• Income Groups?
• Suitability of colours/ image used for the brand considering their target market….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Brand Analysis – Galaxy Bubbles
• Which Market Segment?
• Gender?
• Age Groups?
• Income Groups?
• Suitability of colours/ image used for the brand considering their target market….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Brand Analysis – Elizabeth Shaw
• Which Market Segment?
• Gender?
• Age Groups?
• Income Groups?
• Suitability of colours/ image used for the brand considering their target market….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Brand Analysis – Bassett’s Allsorts
• Which Market Segment?
• Gender?
• Age Groups?
• Income Groups?
• Suitability of colours/ image used for the brand considering their target market….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Brand Analysis:
Which Market Segment is this product Aimed at ?
Reasons the packaging is a suitable type/ design for the market segment.
Possible Criticisms of the branding and packaging ….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Brand Analysis:
Which Market Segment is this product Aimed at ?
Reasons the packaging is a suitable type/ design for the market segment.
Possible Criticisms of the branding and packaging ….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Brand Analysis:
Which Market Segment is this product Aimed at ?
Reasons the packaging is a suitable type/ design for the market segment.
Possible Criticisms of the branding and packaging ….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Brand Analysis:
Which Market Segment is this product Aimed at?
Reasons the packaging is a suitable type/ design for the market segment.
Possible Criticisms of the branding and packaging ….
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Starter Construct sentences using these key terms….
Next termNext term
BrandingTarget MarketMarket SegmentUniqueWomen aged 25-40CompetitorsMarketing MixPromotionRight peoplePromotionMarketingProductUnique Selling Point (USP)PricePlaceRight TimeRight PlaceMen aged 18-25
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Branding 2 and 3
Evaluating Brand Designs –
HOW and WHY do brand designs help reach a target market?
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Outcomes – 2 sessions …
All will be able to LIST two reasons firms may brand their goods.
Level 1
Grade E
Knowledge skills.Most will be able to EXPLAIN their reasons for their design.
Level 2
Grades D to C – Analysis Skills
Some will make strong evaluations of the design concepts/ product names and feedback to others on their work – JUSTIFYING their judgements.
Level 3
Grades B to A* - Evaluation Skills.
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Evaluating and comparing the Branding of a range of chocolates and sweets …..
Write your thoughts on the pages provided
– be prepared to JUSTIFY your views!
Using the images provided, you have approximately 10 minutes to carry out
an evaluation of the brands on the picture sheets you are given
Using the images provided, you have approximately 10 minutes to carry out
an evaluation of the brands on the picture sheets you are given
Look closely at the packaging/ colours/ images/ textures/ logos/ AND the actual name – when making your judgements
Look closely at the packaging/ colours/ images/ textures/ logos/ AND the actual name – when making your judgements
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Feedback and Conclusions…
1. Feed back on the 4 products….
2. SO… HOW and WHY does branding and brand imagery help a business reach its target market?
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Your Turn…..
Imagine you work for the Marketing Department of Unilever.
Choose any ONE product from the list below.
Shampoo
Body Spray
After Shave
Hair Gel
Hairspray
Make-upYou need to design a BRAND name and image for a new product in the category you choose …...
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Write up your Brand Specification JUSTIFYING the decisions that you made
Sketch the product. Sketch the logo if you chose one.
Suitable Material that the packaging will be made of
Suitable SHAPE for the packagingSuitable COLOUR for the
packaging
Task Guide
Suitable NAME for the productWHO your TARGET MARKET is (age; gender; high or low income)
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Let’s review some work.
Has the person:
Made an appropriate choice of:• Name• Colour• Shape• Logo• Packaging MaterialFor their chosen market segment?Have they justified their decisions (weak/ strong)?
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Consolidating our work on:
The PRODUCT, Branding, Targeting Market Segments.
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
All will review our display work
Level 1
Grade E Knowledge
Most will explain 2 examples of pros and cons of branding; as well as how it links to market research and market segments
Level 2
Grades D to C – Analysis
Some will evaluate the link between branding and price; and the success of a product
Level 3
Grades B to A* - Evaluation and Judgement
Outcomes
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Pros and Cons of Branding:
Advantages Drawbacks
Increases loyalty
Can charge HIGHER PRICES
Successful brand names CAN link to product (e.g. a “Hoover”)
Can Launch complimentary products in same brand name – e.g. shampoo; conditioner; hairspray.
Cost of developing and establishing it
Can be copied/ near copied
Could get a bad name as well as a good one if quality is not kept up
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Advantages:• Increases loyalty
• Can charge HIGHER PRICES
• Successful brand names CAN link to product (e.g. a “Hoover”)
• Can Launch complimentary products in same brand name – e.g. shampoo; conditioner; hairspray.
Drawbacks:
• Cost of developing and establishing it
• Can be copied/ near copied
• Could get a bad name as well as a good one if quality is not kept up
Pros and Cons of Branding:
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Branding – Conclusions, Discussion and Write-Up:
1. Is branding simple or complex to design? Explain.(3 marks Level 2 – Grade D)
2. Is branding time consuming or quick to set up? Give reasons for your answer. (Level 2 – Grade D - 3 marks)
3. How does market research help in the development of a new brand? Explain your answer clearly and give an example. (Level 2 – Grade C – 5 marks)
4. To what extent does branding link to the price charged and the target market? Is there a strong or weak link between them? Explain your point with examples. (10 marks -Level 3 – Grades B - A*)
5. Is branding essential or non essential for a product’s success? Discuss and explain your thoughts. (8 marks – Level 3 – Grades B - A*)
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
Mark scheme - Question 33. How does market research help in the development of a new
brand/ Explain your answer clearly and give an example? (Level 2 – Grade C – 5 marks)
Do they DEFINE what market research is OR do they DEFINE what a BRAND is? (1 mark)
Do they clearly and correctly explain market research helps the development of a new brand because it can be used to see if the target segment like the chosen name; packaging design and Price?
(3 marks if ALL included)
Do they give a sensible example? (1 mark)
GC
SE B
usi
ness
Stu
die
sB
RA
ND
ING
4. To what extent does branding link to the price charged and the target market? Is there a strong or weak link between them? Explain your point with examples (10 marks -Level 3 – Grades B - A*).
Do they DEFINE branding (1mark)? Do they Define TARGET market or Price? (1 mark)
Do they discuss the connection between brand and price? Explain how you can have economy brands; everyday brands and luxury brands BUT the NAME and packaging/ image of the brand has to link to the chosen brand image IF you are to charge the price you want (e.g. Radley handbags have an exclusive designer brand image with their famous little dog logo – this means they CAN charge a higher price for their handbags).
Do they discuss the importance of design, image and packaging in order to appeal to your target market? ( up to 5 marks)
Do they write a conclusion which gives a JUDGEMENT as to whether they feel there is a strong link between branding, the price charged and the target market, and JUSTIFY their views convincingly? ( up to 3marks)
Mark scheme - Question 4