This lesson we will be learning about

Branding and Differentiation

What is Differentiation?How is it done in the classroom?

www.njhunter.co.uk

www.njhunter.co.ukNO IDEAI NEED HELP

NEVER HEARD OF IT

OKI CAN DO THIS WITH SUPPORT

SOME GUIDANCE NEEDEDNEARLY AT MY TARGET

GOT IT!VERY CONFIDENT

WILL HIT MY TARGET GRADE

EXCEED TARGET

Success Criteria< C •Define and describe the key terms, and importance in terms of competiton

C > Application to a scenario, assessing how this can be used and describing the advantages and disadvantages.

B > •Analysis - making recommendations and offering solutions.

A > QOWC and SPAG

LEARNING OBJECTIVESExplore Branding and Differentiation

What is... (quoting key terms & examples)

A) Boston Matrixb) Product Life Cycle

c) Types of sampling usedWrite a 3 mark definition for each

( 9 minutes)

QUICK RECAPwww.njhunter.co.uk

www.njhunter.co.uk

www.njhunter.co.uk Life Cyclewww.njhunter.co.uk

www.njhunter.co.uk Key Terms

• Brand – An identity associated with a product or group of products.

• Generic Product – A product made by a number of businesses which customers see little or no difference from one to another.

• Own Brand – A product sold under a brand name of a supermarket or business who manufactures the product.

www.njhunter.co.uk Examples

Strong Brands Own Brands Generic Products

4 examples of each

6 examples

6+

www.njhunter.co.uk

www.njhunter.co.ukTop 30 BrandsSTRONGEST BRANDS

www.njhunter.co.uk Questions

1) Why do businesses spend large amounts of money on developing a brand?

2) What protects a business from copying ideas and its brand?

3) Today many business face tough competition from own brands, why is this?

www.njhunter.co.uk Answers

1) Why do businesses spend large amounts of money on developing a brand? Triggers images, thought and emotions and attachments and therefore more likely to make purchases over rivals.

2) What protects a business from copying ideas and its brand? Trade Marks and Trade Names

3) Today many business face tough competition from own brands, why is this? Due to them being cheaper, recession makes people spend less, supermarkets them selves building a reputable brand.

Product trial , advantage , customers , strong ,

television , repeat purchase, loyal , repeat , research ,

positive , emotions , neuromarketing

www.njhunter.co.ukBranding and Purchases

• Product Trial – Company's with a strong brand are more likely to have an advantage when it comes to product trial. Customers are more likely to buy products with a strong brand name e.g. A television made from Sony or JCV This applies to clothes, cars and chocolates too.

• Repeat Purchase – Customers tend to be loyal to strong brands and are more likely to make repeat purchases. Research is carried out by businesses between how the brain works and purchasing decisions. They want to create positive thoughts and emotions with a brand. This is called neuromarketing.

FILL IN THE GAPS - NOTES

www.njhunter.co.uk Videos

• What is Brand Strategy• http://www.youtube.com/watch?v=FUqHH82

E4Nw (2 ½ minutes)

• http://www.bbc.co.uk/learningzone/clips/getting-the-branding-right/11370.html (5 minutes) BBC Getting the Brand right

www.njhunter.co.ukHelp handout

Words include.....

customers , strong , television , loyal , research , emotions , neuromarketing , advantage , repeat, Product trial , repeat purchase, positive

www.njhunter.co.ukBranding and Purchases

• – Company's with a strong brand are more likely to have an when it comes to product trial. are more likely to buy products with a s brand name e.g. A made from Sony or JCV This applies to clothes, cars and chocolates too.

• – Customers tend to be to strong brands and are more likely to make __________purchases. is carried out by businesses between how the brain works and purchasing decisions. They want to create ________thoughts and with a brand. This is called .

FILL IN THE GAPS - NOTES

www.njhunter.co.uk Homework

• How can we differentiate a product?

• Think of televisions or Mobile Phones

• How does each one differ?