Скачать презентацию GCSE Business Studies BRANDING Branding GCSE Business Скачать презентацию GCSE Business Studies BRANDING Branding GCSE Business

b7fe7149abb7f7099c9918f6ad3b4a6f.ppt

  • Количество слайдов: 37

GCSE Business Studies BRANDING Branding GCSE Business Studies BRANDING Branding

GCSE Business Studies BRANDING Plans – 2 sessions SESSION 1 • Outcomes 1 • GCSE Business Studies BRANDING Plans – 2 sessions SESSION 1 • Outcomes 1 • Introduction – Marketing Mix – Notes ( 10 min. ) • Introduction “Product” • DVD • Notes – definition “branding” ( 14 min. ) • Colours Fun Task ( 3 min. ) • 2 minute work on slide 14 and then discuss question 1 to 4 ( 5 min. ) • Explain Brand Evaluation Activity • Issue Brand evaluation sheets – 4 page booklet A 4 colour – 1 each. • Students complete evaluations (12 – 15 min. ) • Discuss opinions/ findings 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 (5 min. ) • Notes – Pros and Cons of branding (5 min. ) • Conclusions (5 min. )

Outcomes: All will be able to DEFINE “Marketing Mix” and “branding”. GCSE Business Studies Outcomes: All will be able to DEFINE “Marketing Mix” and “branding”. GCSE Business Studies BRANDING Most will be able to analyse what makes branding effective and link it to Market Segmentation. Some will make judgements about the relative importance of having branded goods – what benefits and drawbacks are there from branding goods a company should consider. Level 1 Grade E Knowledge skills. Level 2 Grades D to C – Application & Analysis Skills Level 3 Grades B to A* Evaluation Skills.

The 4 Ps of the Marketing Mix GCSE Business Studies BRANDING The “Marketing Mix” The 4 Ps of the Marketing Mix GCSE Business Studies BRANDING 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 4 Ps 1. Product 2. Place 3. Promotion 4. Price

P is for “Product” GCSE Business Studies BRANDING “Product” is all about what is P is for “Product” GCSE Business Studies BRANDING “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 PACKAGING. 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 Branding - Definition • Branding is the imagery a company uses to make us IDENTIFY them and pick them out from their competition. GCSE Business Studies BRANDING • Branding can involve the use of a CONSISTENT range of colour or a LOGO. • The “Brand” can be the company e. g. MORRISONS; or it can be a product range that is a “Brand” e. g. “Lynx” (made by Unilever).

GCSE Business Studies BRANDING Fun Task: The Power of Colour! I am going to GCSE Business Studies BRANDING 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 company or product that comes in to your head when you see the colour or image.

GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see this colour?

GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see this colour?

GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see this colour?

GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see this colour?

GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see this colour?

GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see GCSE Business Studies BRANDING What’s the FIRST BRAND you think of when you see this colour?

Task Work 1. How do companies get us to recognise a new brand when Task Work 1. How do companies get us to recognise a new brand when it comes out? GCSE Business Studies BRANDING 2. Do you think the costs of ESTABLISHING a brand like this would be low, medium or high and why? 3. Why do companies go to all the effort of creating brands for their products? 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? GCSE Business Studies Brand Analysis – Yorkie Bars • Which Market Segment? • Gender? GCSE Business Studies BRANDING • Age Groups? • Income Groups? • Suitability of colours/ image used for the brand considering their target market….

Brand Analysis – Galaxy Bubbles • Which Market Segment? • Gender? GCSE Business Studies Brand Analysis – Galaxy Bubbles • Which Market Segment? • Gender? GCSE Business Studies BRANDING • Age Groups? • Income Groups? • Suitability of colours/ image used for the brand considering their target market….

Brand Analysis – Elizabeth Shaw • Which Market Segment? • Gender? GCSE Business Studies Brand Analysis – Elizabeth Shaw • Which Market Segment? • Gender? GCSE Business Studies BRANDING • Age Groups? • Income Groups? • Suitability of colours/ image used for the brand considering their target market….

Brand Analysis – Bassett’s Allsorts • Which Market Segment? • Gender? GCSE Business Studies Brand Analysis – Bassett’s Allsorts • Which Market Segment? • Gender? GCSE Business Studies BRANDING • Age Groups? • Income Groups? • Suitability of colours/ image used for the brand considering their target market….

Brand Analysis: GCSE Business Studies BRANDING Which Market Segment is this product Aimed at Brand Analysis: GCSE Business Studies BRANDING Which Market Segment is this product Aimed at ? Reasons the packaging is a suitable type/ design for the market segment. Possible Criticisms of the branding and packaging ….

Brand Analysis: GCSE Business Studies BRANDING Which Market Segment is this product Aimed at Brand Analysis: GCSE Business Studies BRANDING Which Market Segment is this product Aimed at ? Reasons the packaging is a suitable type/ design for the market segment. Possible Criticisms of the branding and packaging ….

Brand Analysis: GCSE Business Studies BRANDING Which Market Segment is this product Aimed at Brand Analysis: GCSE Business Studies BRANDING Which Market Segment is this product Aimed at ? Reasons the packaging is a suitable type/ design for the market segment. Possible Criticisms of the branding and packaging ….

Brand Analysis: GCSE Business Studies BRANDING Which Market Segment is this product Aimed at? Brand Analysis: GCSE Business Studies BRANDING Which Market Segment is this product Aimed at? Reasons the packaging is a suitable type/ design for the market segment. Possible Criticisms of the branding and packaging ….

Starter Construct sentences using these key terms…. GCSE Business Studies BRANDING Women. Place Mix Starter Construct sentences using these key terms…. GCSE Business Studies BRANDING Women. Place Mix Market aged 18 -25 Marketing 25 -40 Men Price Target. Segment Right people Right. Marketing Promotion Branding Product Unique aged Place Unique Competitors (USP) Selling. Time Point Next term

Branding 2 and 3 GCSE Business Studies BRANDING Evaluating Brand Designs – HOW and Branding 2 and 3 GCSE Business Studies BRANDING Evaluating Brand Designs – HOW and WHY do brand designs help reach a target market?

Outcomes – 2 sessions … All will be able to LIST two reasons firms Outcomes – 2 sessions … All will be able to LIST two reasons firms may brand their goods. GCSE Business Studies BRANDING Most will be able to EXPLAIN their reasons for their design. Some will make strong evaluations of the design concepts/ product names and feedback to others on their work – JUSTIFYING their judgements. Level 1 Grade E Knowledge skills. Level 2 Grades D to C – Analysis Skills Level 3 Grades B to A* Evaluation Skills.

Evaluating and comparing the Branding of a range of chocolates and sweets …. . Evaluating and comparing the Branding of a range of chocolates and sweets …. . GCSE Business Studies BRANDING Using the images provided, you have approximately 10 minutes to carry out an evaluation of the brands on the picture sheets you are given Look closely at the packaging/ colours/ images/ textures/ logos/ AND the actual name – when making your judgements Write your thoughts on the pages provided – be prepared to JUSTIFY your views!

Feedback and Conclusions… 1. Feed back on the 4 products…. GCSE Business Studies BRANDING Feedback and Conclusions… 1. Feed back on the 4 products…. GCSE Business Studies BRANDING 2. SO… HOW and WHY does branding and brand imagery help a business reach its target market?

Your Turn…. . GCSE Business Studies BRANDING Imagine you work for the Marketing Department Your Turn…. . GCSE Business Studies BRANDING Imagine you work for the Marketing Department of Unilever. Choose any ONE product from the list below. Shampoo Body Spray After Shave Hair Gel Hairspray Make-up You need to design a BRAND name and image for a new product in the category you choose …. . .

Task Guide Suitable NAME for the product Suitable SHAPE for the packaging GCSE Business Task Guide Suitable NAME for the product Suitable SHAPE for the packaging GCSE Business Studies BRANDING WHO your TARGET MARKET is (age; gender; high or low income) Suitable COLOUR for the packaging Suitable Material that the packaging will be made of Sketch the product. Sketch the logo if you chose one. Write up your Brand Specification JUSTIFYING the decisions that you made

Let’s review some work. GCSE Business Studies BRANDING Has the person: Made an appropriate Let’s review some work. GCSE Business Studies BRANDING Has the person: Made an appropriate choice of: • Name • Colour • Shape • Logo • Packaging Material For their chosen market segment? Have they justified their decisions (weak/ strong)?

Consolidating our work on: GCSE Business Studies BRANDING The PRODUCT, Branding, Targeting Market Segments. Consolidating our work on: GCSE Business Studies BRANDING The PRODUCT, Branding, Targeting Market Segments.

Outcomes All will review our display work Level 1 Grade E GCSE Business Studies Outcomes All will review our display work Level 1 Grade E GCSE Business Studies BRANDING Knowledge Most will explain 2 examples of pros and cons of branding; as well as how it links to market research and market segments Some will evaluate the link between branding and price; and the success of a product Level 2 Grades D to C – Analysis Level 3 Grades B to A* Evaluation and Judgement

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

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

Branding – Conclusions, Discussion and Write-Up: 1. Is branding simple or complex to design? Branding – Conclusions, Discussion and Write-Up: 1. Is branding simple or complex to design? Explain. (3 marks Level 2 – Grade D) GCSE Business Studies BRANDING 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. (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*) 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 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) GCSE Business Studies BRANDING 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 target segment like the chosen name; packaging design and Price? (3 marks if ALL included) Do they give a sensible example? (1 mark)

Mark scheme - Question 4 4. To what extent does branding link to the 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*). GCSE Business Studies BRANDING Do they DEFINE branding (1 mark)? Do they Define TARGET market or Price? (1 mark) Do they discuss the connection between brand 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 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 feel there is a strong link between branding, the price charged and the target market, and JUSTIFY their views convincingly? ( up to 3 marks)