Term 2 Week 4

An important part of the marketing of the product is through product differentiation.  This means making the product different from its competitors. These differences are often referred to as unique selling points  

This can be achieved through:

• Distinctive design– e.g. Dyson; Apple iPhone
• Packaging – e.g. Toblerone
• Performance - e.g. Mercedes, BMW
• Branding - e.g. Nike, Reebok

Branding

Branding is one method that businesses use to make their products or services unique or to stand  out from the competition. It may include:

• brand image
• unique name or logo
• unique packaging
• unique functions: 

Brand creates & influences consumers perceptions of the business or their products & services. Branding is about creating an image that a business wants people to think about their company and products. Business may spend a lot of money on promoting their brand image. Some businesses spend very little. 

Task: Branding & Consumer Perceptions

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1. What are your perceptions of these two brands?
2. Describe the target market that these brands would appeal to.
3. Explain why these perceptions might appeal to the intended target market.
4. How much do you think each business use to promote its brand image? Explain.