1. Theme 1: Marketing & People
This theme enables students to understand how businesses identify opportunities and to explore how businesses focus on developing a competitive advantage through interacting with customers. Students develop an understanding of how businesses need to adapt their marketing to operate in a dynamic business environment. This theme also considers people, exploring how businesses recruit, train, organise and motivate employees, as well as the role of enterprising individuals and leaders.
1.3 Marketing mix and strategy
Subject content
1.3.2 Branding and promotion
What students need to learn:
a) Types of promotion
b) Types of branding
c) The benefits of strong branding:
added value
ability to charge premium prices
reduced price elasticity of demand
d) Ways to build a brand
unique selling points (USPs)/differentiation
advertising
sponsorship
the use of social media
e) Changes in branding and promotion to reflect social
trends:
viral marketing
social media
emotional branding

2. Branding
Creating a distinctive and lasting identity in the minds of consumers

3. Branding
Creating a distinctive and lasting identity in the minds of consumers

4. Branding
Creating a distinctive and lasting identity in the minds of consumers

5. Branding
Creating a distinctive and lasting identity in the minds of consumers

6. Branding
Creating a distinctive and lasting identity in the minds of consumers

7. Branding
Creating a distinctive and lasting identity in the minds of consumers

8. Branding
Creating a distinctive and lasting identity in the minds of consumers

9. Branding
Creating a distinctive and lasting identity in the minds of consumers

12. The following are brands…..what do you associate with these brands….?
Classy?!
Sexy
Powerful
Independent

13. The following are brands…..what do you associate with these brands….?
Good value
Safe
Quality
Trusted

14. The following are brands…..what do you associate with these brands….?
Value for money?
Classic
Glamourous

15. The following are brands…..what do you associate with these brands….?
Money
Power
Status
Manly?

16. Why build a brand? Reduces need for promotion Customer loyalty
Retailers are happy to stock it
Bring out new products

17. Individual brands

18. The Cadbury logo makes it familiar and more trusted
Brand family
The Cadbury logo makes it familiar and more trusted

19. Corporate brand

20. Benefits of strong branding
Adds value
Can charge premium prices
Reduced price elasticity
Combats the discounters

21. How to build a brand?
USP’s
Advertising
Sponsorship
Digital media

22. How has branding changed due to social changes?
Viral marketing
Social media
Emotional branding
Speed
Interaction
Connections
Targeting

24. Crockett and Jones Crockett & Jones (C&J) is a high quality shoe manufacturer located in Northampton. It produces a range of handmade shoes, boots and accessories for both men and women. In the past 15 years it has followed an objective of growth. It has been estimated that the income elasticity of demand for high quality shoes is 1.5. C&J is a family business. Teamwork is important and staff work closely with management. Staff has access to the top of the hierarchy; they can call directly if they have any concerns. One assistant manager suggested “It's not all about the figures, it's about the effort, the love, care and understanding that all comes together to create a wonderful pair of shoes”. C&J target a niche market with their shoes aimed at high income consumers. Prices start at £300. In 2015 a range of its shoes and boots were supplied to the latest James Bond instalment, Spectre. The Royal Family are all rumoured to be customers. The shoes are branded alongside other iconic global products such as the Aston Martin car and Omega watches. This creates demand from across the globe. In particular, Bond and the Royal Family reflect the Great British values that are evident in the shoe. C&J listen to their customers when designing their products.
Assess the importance of brand to Crockett and Jones in achieving its business objective. (10)