Branding

Marketing and Sales

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Learning objectives

Be able to understand the importance of branding to

businesses.

Learn what complementary products are, and how they

can be advantageous to businesses.

Icons key: For more detailed instructions, see the Getting Started presentation

Flash activity. These Accompanying worksheet Sound

activities are not editable
Teacher’s notes included Extension activities Video
in the Notes Page

Web addresses Printable activity PLTS

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 What is branding?

Do you or your family “do the hoovering” or “do the

vacuuming”? This is the power of branding – a product
becomes so well-known that all other similar products are
talked about using the brand name.
Branding is the process of creating a unique
name and image for a good or service
through advertising campaigns with a
consistent message.
Branding aims to create a marked
difference for the product that attracts and
retains loyal customers.
Can you think of other powerful product brands that
are used even though you may not buy that
manufacturer’s product?
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 The importance of branding

Not all brands are quite as strong as Hoover, but many are
very powerful. Branding hopes to get a ‘share of your mind’
so you will stick with that brand.

confidence

higher standard of
Brands create…
spending expectation

loyalty recognition

Discuss with a partner what each point on the

diagram means, and give a brand example.
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 Complementary products

A complementary product is a product which you buy in

conjunction with another product in order to enhance your
experience.
Examples of complementary products include football boots
and footballs; CD players and CDs.
What complementary products would be useful for
Post-it notes, Hoovers and perfumes?

What advantage does a brand name give a company

when it comes to complementary products?
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Matching products

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 Create your own brand

Your company has developed a new mobile phone

especially designed for the 8–12 year old market.

In pairs, decide on:

a brand name
the product’s features and benefits
any complementary products
how will you market the product.

Present your ideas to the class, using appropriate

presentation aids.

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