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

Branding

TASK

You have 5 minutesName all the brands on the

sheet.

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A

S

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1

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

Brand Building

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.

Why use branding?

• Recognition• Helps businesses differentiate their

products from competitors• Encourages repeat purchase• Builds trust (Loyalty)

• 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?

• 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

Relationship Marketing

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.

Prêt A Manger’s use of relationship marketing

• Develops a sense of relationships by creating handmade natural food

• Prêt Card• Delivery Service