GCSE Business Studies

BRANDING

Branding
 Plans – 2 sessions
SESSION 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
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• Issue Brand evaluation sheets – 4 page booklet A4 colour – 1 each.

• Students complete evaluations (12 – 15min.)
• Discuss opinions/ findings
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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.)
 Outcomes:
All will be able to DEFINE Level 1
“Marketing Mix” and “branding”.
Grade E
Knowledge skills.
Most will be able to analyse Level 2
what makes branding effective
and link it to Market Grades D to C –
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Segmentation.
Application & Analysis
Skills
Some will make judgements Level 3
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about the relative importance of

having branded goods – what Grades B to A* -
benefits and drawbacks are
there from branding goods a
Evaluation Skills.
company should consider.
 The 4Ps of the Marketing Mix
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!

The Marketing Mix consists of the 4Ps

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1. Product
2. Place
3. Promotion
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4. Price
 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
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PACKAGING.
BRANDING

Lets see what the DVD can tell us about “Product” in

the introduction, before we study branding in more
detail….
 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.
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• The “Brand” can be the company e.g.

MORRISONS; or it can be a product range
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that is a “Brand” e.g. “Lynx” (made by

Unilever).
 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
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company or product that comes in to

your head when you see the colour or
image.
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 What’s the FIRST BRAND you think of
when you see this colour?
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BRANDING
 What’s the FIRST BRAND you think of
when you see this colour?
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BRANDING
 What’s the FIRST BRAND you think of
when you see this colour?
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BRANDING
 What’s the FIRST BRAND you think of
when you see this colour?
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BRANDING
 What’s the FIRST BRAND you think of
when you see this colour?
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BRANDING
 What’s the FIRST BRAND you think of
when you see this colour?
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 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?
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3. Why do companies go to all the effort of creating

brands for their products?
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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 ….
 Brand Analysis – Yorkie Bars

• Which Market Segment?

• Gender?

• Age Groups?
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• Income Groups?

• Suitability of colours/
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image used for the brand

considering their target
market….
 Brand Analysis – Galaxy Bubbles

• Which Market Segment?

• Gender?

• Age Groups?
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• Income Groups?
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• Suitability of colours/
image used for the brand
considering their target
market….
 Brand Analysis – Elizabeth Shaw

• Which Market Segment?

• Gender?

• Age Groups?
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• Income Groups?
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• Suitability of colours/
image used for the brand
considering their target
market….
 Brand Analysis – Bassett’s Allsorts

• Which Market Segment?

• Gender?

• Age Groups?
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• Income Groups?
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• Suitability of colours/
image used for the brand
considering their target
market….
 Brand Analysis:

Which Market Segment is this Reasons the packaging is a

product Aimed at ? suitable type/ design for the
market segment.
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Possible Criticisms of the branding and packaging ….

BRANDING
 Brand Analysis:

Which Market Segment is this Reasons the packaging is a

product Aimed at ? suitable type/ design for the
market segment.
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Possible Criticisms of the branding and packaging ….

BRANDING
 Brand Analysis:

Which Market Segment is this Reasons the packaging is a

product Aimed at ? suitable type/ design for the
market segment.
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Possible Criticisms of the branding and packaging ….

BRANDING
 Brand Analysis:

Which Market Segment is this Reasons the packaging is a

product Aimed at? suitable type/ design for the
market segment.
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Possible Criticisms of the branding and packaging ….

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 Starter
Construct sentences using these key terms….

Women
Market
Marketing
Men
Target
Unique Right
Competitors
Promotion
Right
Marketing
Branding
Product
Unique
Place
Price
aged
aged
Segment
people
Market
SellingTime
Place
Mix
18-25
25-40
Point (USP)
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Next term
 Branding 2 and 3
Evaluating Brand Designs –
HOW and WHY do brand designs
help reach a target market?
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 Outcomes – 2 sessions …
All will be able to LIST two Level 1
reasons firms may brand their
goods. Grade E
Knowledge skills.
Most will be able to EXPLAIN Level 2
their reasons for their design.
Grades D to C –
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Analysis Skills
Some will make strong Level 3
evaluations of the design
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concepts/ product names and Grades B to A* -

feedback to others on their work
– JUSTIFYING their
Evaluation Skills.
judgements.
 Evaluating and comparing the Branding of a
range of chocolates and sweets …..

Using the images provided, you have

approximately 10 minutes to carry out
an evaluation of the brands on the
picture sheets you are given
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Look closely at the packaging/ colours/

images/ textures/ logos/ AND the actual
name – when making your judgements
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Write your thoughts on the pages provided

– be prepared to JUSTIFY your views!
 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?
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BRANDING
 Your Turn…..
Imagine you work for the Marketing
Department of Unilever.
Choose any ONE product from the list
below.

Shampoo
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Body Spray
After Shave
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Hair Gel
Hairspray
You need to design a BRAND name
Make-up and image for a new product in the
category you choose …...
 Task Guide
WHO your TARGET MARKET is
Suitable NAME for the product
(age; gender; high or low income)

Suitable COLOUR for the

Suitable SHAPE for the packaging
packaging
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Suitable Material that the Sketch the product.

packaging will be made of Sketch the logo if you chose one.
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Write up your Brand Specification

JUSTIFYING the decisions that
you made
 Let’s review some work.

Has the person:

Made an appropriate choice of:

• Name
• Colour
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• Shape
• Logo
• Packaging Material
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For their chosen market segment?

Have they justified their decisions (weak/ strong)?
 Consolidating our work on:
The PRODUCT, Branding,
Targeting Market Segments.
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BRANDING
 Outcomes
All will review our display Level 1
work
Grade E
Knowledge
Most will explain 2 Level 2
examples of pros and
cons of branding; as well
Grades D to C –
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Analysis
as how it links to market
research and market
segments
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Some will evaluate the link Level 3

between branding and
Grades B to A* -
price; and the success of a
Evaluation and Judgement
product
 Pros and Cons of Branding:
Advantages Drawbacks
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Can charge HIGHER PRICES Cost of developing Can Launch complimentary

and establishing it products in same brand name –
Could get a bad name as well as a e.g. shampoo; conditioner;
good one if quality is not kept up hairspray.
Increases loyalty
Successful brand names CAN
Can be copied/ near copied link to product (e.g. a “Hoover”)
 Pros and Cons of Branding:
Advantages: Drawbacks:
• Increases loyalty
• Cost of developing and
• Can charge HIGHER PRICES establishing it

• Successful brand names CAN • Can be copied/ near copied

link to product (e.g. a “Hoover”)
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• Could get a bad name as

• Can Launch complimentary well as a good one if
products in same brand name – quality is not kept up
e.g. shampoo; conditioner;
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hairspray.
 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.
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(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*)
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5. Is branding essential or non essential for a product’s success? Discuss and

explain your thoughts.
(8 marks – Level 3 – Grades B - A*)
 Mark scheme - Question 3
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)

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
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target segment like the chosen name; packaging design and Price?
(3 marks if ALL included)

Do they give a sensible example? (1 mark)

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 Mark scheme - Question 4
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
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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
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feel there is a strong link between branding, the price charged and the
target market, and JUSTIFY their views convincingly? ( up to 3marks)