Branding and Promotion

This section explains Branding and Promotion covering, Types of Promotion, Types of Branding, The Benefits of Strong Branding, Ways to Build a Brand and Changes in Branding and Promotion to Reflect Social Trends.

Types of Promotion

Promotion is about how a business communicates with customers to encourage sales and build awareness.

Main types of promotion:

• Advertising – Paid-for messages via TV, radio, print, or online media.
• Sales promotions – Short-term incentives (e.g. discounts, BOGOF offers).
• Public relations (PR) – Managing a business's image (e.g. press releases, event sponsorship).
• Direct marketing – Personalised communications (e.g. emails, leaflets).
• Sponsorship – Supporting events, individuals or causes to boost exposure.
• Personal selling – Face-to-face or one-to-one communication, often used in high-value or specialist markets.

Types of Branding

Branding is about creating a distinct identity for a product, service or business.

Key types of branding:

• Product branding – Branding applied to individual products (e.g. Coca-Cola).
• Corporate branding – The overall image of the business itself (e.g. Virgin).
• Own-label branding – Retailers create their own brand for products (e.g. Tesco Finest).
• Personal branding – Individuals market themselves as a brand (e.g. influencers, athletes).

The Benefits of Strong Branding

Strong branding can offer long-term strategic advantages:

• Added value: Branding can make a product feel more valuable or appealing.
• Ability to charge premium prices: Consumers are often willing to pay more for a trusted, desirable brand (e.g. Apple, Nike).
• Reduced price elasticity of demand: Loyal customers are less likely to switch even when prices rise.

Ways to Build a Brand

Firms build brands to stand out in the market and drive customer loyalty.

Common strategies:

• Unique Selling Points (USPs) / Differentiation: Highlighting what makes a product or service stand out (e.g. Dyson’s innovative vacuum technology).
• Advertising: Raising awareness and reinforcing the brand message.
• Sponsorship: Aligning the brand with events, teams or celebrities to gain visibility.
• Social media: Building relationships, engaging directly with audiences, and creating shareable content.

Changes in Branding and Promotion to Reflect Social Trends

Modern consumers expect brands to be engaging, relevant, and emotionally resonant.

Current trends include:

• Viral marketing: Creating content that people naturally want to share (e.g. memes, challenge videos).
• Social media: Brands use platforms like Instagram, TikTok and X (Twitter) to interact directly with consumers and humanise the brand.
• Emotional branding: Connecting with consumers on a deeper emotional level — using storytelling, values, and identity (e.g. Dove’s “Real Beauty” campaign or Nike’s equality ads).

Summary Table