Lesson Objectives By the end of today’s lesson you: –MUST be able to explain what is branding...
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Transcript of Lesson Objectives By the end of today’s lesson you: –MUST be able to explain what is branding...
![Page 1: Lesson Objectives By the end of today’s lesson you: –MUST be able to explain what is branding and relationship marketing –SHOULD be able to explain how.](https://reader034.fdocuments.in/reader034/viewer/2022051516/56649de85503460f94ae2c1d/html5/thumbnails/1.jpg)
Lesson Objectives
By the end of today’s lesson you:– MUST be able to explain what is branding
and relationship marketing– SHOULD be able to explain how branding and
relationship marketing increase product demand
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Branding
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TASK
You have 5 minutesName all the brands on the
sheet.
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What is branding?
• A brand is a name to identify a company or it's products
• It separates them from the competition.
• ‘Branding' of a company/product can be a logo, symbol, or even design features
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Brand Building
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Brand positioning
• Positioning is how a product appears in relation to other products in the market
Brand extension • This is the use of a successful brand
name to launch a new or modified product into the same market.
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Why use branding?
• Recognition• Helps businesses differentiate their
products from competitors• Encourages repeat purchase• Builds trust (Loyalty)
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• How have they built their brand image? • What type of products do they offer?• Price? Promotion?• What is their image in relation to their
competitors?
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• Excellent quality products – fresh, made on the day food• High quality ingredients – free from additives and
artificial flavouring• Staff are highly trained – making the ingredients
themselves on the day, providing excellent customer service
• Easily recognised – customers always know where they will be located, shopping centres
• Have been operating for a long time, across the city. • Created the image of experience and reliability – more
trustworthy then other brands. Customers have bought their products and feel it is of high value for money
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Relationship Marketing
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What is it?• It involves using methods and tactics to develop
long term relationship with customers in order to retain them.
• How?attract customers - promoting the product and
brand, quality of products/services, competitive prices.
Retaining customers - loyalty cards, good customer service, product variety and quality.
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Prêt A Manger’s use of relationship marketing
• Develops a sense of relationships by creating handmade natural food
• Prêt Card• Delivery Service