Study notes

Brands and Branding: Introduction

  • Levels: GCSE, AS
  • Exam boards: AQA, Edexcel, OCR, IB, Other, Pre-U

A brand is a product with unique character, for instance in design or image. It is consistent and well recognised.

The advantages of having a strong brand are:

  • Brands inspire customer loyalty leading to repeat sales and word-of mouth recommendation
  • The brand owner can usually charge higher prices, especially if the brand is the market leader
  • Retailers or service sellers want to stock top selling brands. With limited shelf space it is more likely the top brands will be on the shelf than less well-known brands.

Some retailers use "own-label" brands, where they use their name of the product rather than the manufacturers like Tesco's "Finest" range of meals and foodstuffs. These tend to be cheaper than the normal brands, but will give the retailer more profit than selling a normal brand.

Some brands are so strong that they have become global brands. This means that the product is sold in many countries and the contents are very similar. Examples of global brands include: Microsoft, Coca Cola, Disney, Mercedes and Hewlett Packard.

The strength of a brand can be exploited by a business to develop new products. This is known as brand extension – a product with some of the brand's s characteristics. Examples include Dove soap and Dove Shampoo (both contain moisturiser); Mars Bar and Mars Ice Cream

Brand stretching is where the brand is used for a diverse range of products, not necessarily connected. E.g. Virgin Airlines and Virgin Cola; Marks and Spencer clothes and food.

The logo on a product is an important part of the product. A logo is a symbol or picture that represents the business. It is important because it is easy to recognise, establishes brand loyalty and can create a favourable image.

Job board

Head of Business & Economics 2 days left to apply

Eastbourne College, Eastbourne, East Sussex

Join the tutor2u community

With a tutor2u account you can access extra features to support your teaching & learning.

Subscribe to the daily digest

Curate your own content

Track your training schedule

Manage your resource library

Receive job alerts

Join the community

Already joined? Sign in now ›

More From the Digital Store

A complete collection of editable lesson topic worksheets and exam-style case studies that are ideal for teaching individual topics for the whole Edexcel A Level Business Year 1 (AS) teaching content.

£75.00 (+VAT)

Edexcel A Level Business Year 1 (AS) Lesson Worksheets and Case Studies

Superb series of worksheets specifically designed to help students practice the quantitative skills element of the Year 2 teaching content for Edexcel A Level Business.

£50.00 (+VAT)

Edexcel A Level Business (Year 2) Calculation Practice Sheets

This activity can be used to consolidate students understanding of fixed costs, variable costs, profit and loss. The activity is delivered via the context of a business choosing a location....

£5.00 (+VAT)

Location Calculation

Recruitment

Advertise your vacancies with tutor2u

Much cheaper & more effective than TES or the Guardian. Reach the audience you really want to apply for your teaching vacancy by posting directly to our website and related social media audiences.

Find our more ›

Advertise your teaching jobs with tutor2u